Effect of Specialized Marketing Training among Insurance Agencies on Life Insurance Development in Karafarin Insurance Branches of Tehran Insurance

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1 Effect of Specialized Marketing Training among Insurance Agencies on Life Insurance Development in Karafarin Insurance Branches of Tehran Insurance Mohammad Fateminezhad 1,Mohammad Esmaeili Joshaghani 2,Zahra Resalatmanesh 3 1 Faculty member of Islamic Azad University, Naragh Branch 2 Faculty member of Islamic Azad University, Naragh Branch 3 MA studied in Business management, Islamic Azad University, Naragh Branch ABSTRACT Marketing research aims to explain the impact of professional training agents on the development life Sales life and the clients' life Entrepreneurs in the branch of Tehran is the aim of the research is applied research. The method is derived from the study, as well as the investigation of the event. The population of all the members of the branch Karafarin Bashd.bh Tehran province to collect data in the literature, no research has been done through library studies and research on the part of the questionnaire was used to measure the indicators. Structural equation modeling techniques were used to investigate the research questions. First, the model parameters were investigated, the results showed that the optimal fit all standard indicators used to confirmatory factor analysis the model was first revealed that all the significant items 4 hidden variables to explain the measures taken factor loadings and path coefficients were used to examine the hypotheses. Results showed hypothesis specialized training of agents on the development of marketing, sales and customer level life The Branches Karafarin there is a significant positive impact in Tehran. Keywords: Training, marketing, life, development INTRODUCTION In today's competitive business environment and unpredictable than in the past, the company was forced to survival and to the business goals of the approach of marketing in the development of products accordance with customer requirements. The companies also follow this rule and the role of marketing in companies is of utmost importance. The first article of the Insurance Act, enacted in 1937, is a contract whereby one party promises in return for payment or funds on the other hand, or in the event of an accident, damage and compensate him or pay a certain way (Karimi, 2003). Since all functionality is the same company for companies is an important strategy is to market products. Management, sales and product management, marketing capabilities, two major companies in the sector is usable. Product management, development and commercialization of new products, product life cycle management or removal of product and sales, including market segmentation and targeting customer, sales, service and retain existing customers (Esfidani, 2011). So the company marketing personnel with experience in teaching is very important. Among the factors of production, human resources, undoubtedly the most important factor plays a key role in the production of goods and services. Efficient manpower can be an organization's most important asset. Training is in any organization, in order to promote the knowledge, skills, work, improvement and development of employees, and more efficient organization of great importance (Khesali, 2006). The process of marketing can be very important in the performance of vendors and advertisers have products. The present study aims to examine the effect of on the development of specialized marketing representatives' life The Branches Karafarin Tehran Province. 2- Literature Service Marketing Marketing is an administrative task. Marketing to achieve customer goals with the goals of the organization focuses on understanding customer needs, develop products and services to meet these needs, pricing products and services, inform customers about the availability of these products and services, delivery goods and ensure satisfaction

2 during and after the exchange process along. So it should be an essential part of the marketing companies, but many companies are marketing a bad interpretation. Some marketing fraud, waste though, annoying and unprofessional know. Traditionally, production and sale of the business is an important task. Marketing is a process responsible for identifying, anticipating and satisfying customer requirements profitably. This approach will be able to provide products or services in accordance with customer needs, not what they produce is expected to reach its customers (Iskati, 2001). Marketing determine and achieve human needs and the community. One of the shortest definitions of marketing is "estimate needs to be profitable" (the Kotler, 2006). Life Life is main branches of entities. Legally life a contract whereby the insurer undertakes in exchange for a premium that the insured's death or survival if he took a certain amount of money (of capital, or continuous) the insured or a third party be determined by the pay. Life operations are a lifelong commitment to the function (Esfandini et al., 2011). Effective Factors on Life Insurance Market Organizational and Managerial Structures Administrative organizations such as companies of various elements such as human resources, rules and regulations, structure and organization of work, management, training and equipping the workforce, the job classification and evaluation system, and the payment is made that each of these elements is very important. Since the organizational and institutional structures will have a major role in achieving the goals of the strategy in other words the structure (Tadbiri, 2004). The organizational structure of the life companies is in terms of the development of life in the country was not efficient. 1) Professional organization dedicated to providing life there. And policy development depends on customer satisfaction and effective structure, while the industry structure is designed in a way that is not enough sensitivity towards the customers and with the traditional act of a string and certain range, the under the customer looking has been (Tadbiri and the Asemipour, 2006). Thus, the creation and operation of specialized life companies seems to be vital to the understanding of how marketing and sales conditions, including life, how to accept the risk, the collection of premiums, accounting and investment funds and premiums mathematical reserves can better interact with policyholders insured and provide the discipline. 2) Support the organization of technical and companies so that does not help to develop individual life, for example, financial management and investment little difference between the life of the premium other disciplines discriminate In contrast, we do not need life accounting and financial cycle and the investment of reserve funds to provide desired services and protect the rights of done separately policyholders (Esfandiyani, 2011). Insufficient Selling Network Now the offer and sale of including life is done through the following. 1) Supplied directly from the company 2) Offered through brokers 3) Supply of natural and legal representatives of companies 4) The offered by life sales representatives 4) Marketers representing agents and brokers Sales and marketing network of agents and brokers, industry and in fact constitute the executive arm of the companies to sell their. Ability and development of sales channels, quality and quantity of the sales boom will follow. It has also caused confusion and weakness in the supply of in society. It can be said that one of the factors that have caused the industry in terms of achieving the desired level and composition fails services, of participate in the market failure of underdevelopment Sale networks be. Non-Broadcasting Favorite Culture for Insurance Culture is the set of values, beliefs, norms, customs, language and cultural heritage of a community that was inherited from its predecessors and to the culture of the people familiar with the types of and its recognition and acceptance of coverage to deal with the risks of, and the creation of the industry logic the country and increase sustainable interactional belief and positive attitude toward the industry, services and companies. The penetration rate, the number of optional purchased, the amount of premiums received and the way people interact with companies, represents institutionalized culture of the people. Necessity for Specialized Training of Marketing in companies It can be safely said that more than These days the boundaries of what is the difference between a successful agents and brokers in the industry country, the issues of education and learning the tactics and techniques used to date in the marketing species letters. 223

3 Today's consumers with what we've seen in 5 or 10 years ago would have many differences. In other words these days can be a client with default Mental negativity of industry come forward easily convinced to buy one Insurance Be a. In this issue marketing sales unfortunately, life is still a luxury item and fantasy among the famous, is a hundredfold. So this problem is the concept of teaching and learning techniques and applications in the field of the day marketing over the life of the show. Representatives, agents and specialized able to pass this comprehensive course, you can make sure that everything in the market today life they need to expect their sales to the surface, they are equipped. 3- Research Hypotheses Marketing specialist training agents have a positive impact on the development life Branches Karafarin Tehran province. Marketing specialist training agents have a positive impact on sales life branches Karafarin Tehran province. Marketing specialist training agents have positive relationships with clients' life branches Karafarin Tehran province. samples of representatives Karafarin Tehran province determined using simple random sampling. To gather information from the library and field method is used the instrument used in this study, the questionnaire is. The first questionnaire of 20 questions on a range of specialized marketing (very good, good, neutral, bad and very bad) is defined as the respondents were asked to provide quality training, marketing to the appropriate option. The second question related to the development life branches Karafarin Tehran province in the form of 15 questions on a range (very high, high, medium, low and very low) and is defined in this way try to influence the development of specialized training in the marketing of agents' life branches Karafarin measured in Tehran. Software to analyze data Spss and the AMOS Kolmogorov-Smirnov test was used to analyze the validity of using the first order confirmatory factor analysis and path analysis to test hypotheses and models of soft used. Development of life Specialized training Selling Increasing customer of life 4 Research Methodology The study of the nature and purpose of the research, applied research, and the other aspect is a descriptive study. Also, a research is survey (survey) cross. The target population included all members Karafarin Tehran province. According to the available information is that there are 500 of them. In order to determine the sample size using the sample table and Morgan, Research Findings Structural equation modeling approach is used to examine the assumptions of this approach, the parameters of the fitted model is then paid to the confirmatory factor analysis variables. In the next step is to evaluate the hypotheses, according to the direction of paid. The software is designed in the form below. As can be seen 4 hidden variables measured by 35 variables have been observed and explained. 224

4 Figure 1- Model of Software Development Confirmative Factor Analysis The figure below shows the research model with path coefficients. Figure 2 - The software is designed model with path coefficients Load factor represents the observed variables in explaining and measuring the impact of their hidden variables. For confirmation loading the level of significance is significant level. If attention 0.05 smaller the magnitude of the load factor is significant. Factor loadings of the variables described below. Marketing Specialist Training Due to significant levels of factor loadings smaller than 0.05 characterized all observed variables significantly explain the hidden variable marketing specialist training. This report is presented in Figure 3. As can be seen, item 5 (presentation techniques life based on the demands of each client) the greatest impact in explaining the hidden 225

5 variable is a marketing specialist training. Also, item 2 (training methods of contact and convert contacts to attend appointments marketing life ) has played a minimal impact on the hidden variable account. 0/9 0/8 0/7 0/6 0/5 0/4 0/3 0/2 0/1 0 I5 I12 I13 I20 I1 I14 I4 I10 I19 I8 I7 I3 I9 I11 I15 I17 I6 I18 I16 I2 Figure 3. Prioritize the factor loadings marketing specialist training Development life Due to significant levels of factor loadings less than 0.05 indicates that the observed variables are significant hidden variable expansion life explains. The reports are presented in Figure 4. As can be seen, item 4 (continuous training courses for employees) account for the greatest impact on the hidden variable item 1 (caused by the competitive environment and activities private sector) has played a minimal impact on the hidden variable account 0/98 0/96 0/94 0/92 0/9 0/88 0/86 D4 D2 D3 D5 D1 Figure 4. Prioritize the development of factor loadings life Sale life Due to significant levels of factor loadings less than 0.05 indicates that the observed variables are significant hidden variable sales life. This report is presented in Figure 5. As can be seen, item 8 (a lack of ambiguity in the legal status of vendors) have the greatest impact in explaining the hidden variable item 6 (facilitating the sale of policies and procedures studies on compensation) has played a minimal impact on the hidden variable account 226

6 0/98 0/96 0/94 0/92 0/9 0/88 D8 D10 D7 D9 D6 Figure 5 - Prioritize charges sales agent life Increase customer life Due to significant levels of factor loadings smaller than 0.05 all variables were characterized by a significant increase in customers' latent variable life explain. This report is presented in Figure 6. As can be seen, item 13 (retain customers and keep them happy), the greatest impact in explaining the hidden variable item 15 (a broad and comprehensive advertising The use of modern methods to increase public awareness and knowledge of the life services and products offered by the company) has played a minimal impact on the hidden variable account 0/98 0/96 0/94 0/92 0/9 0/88 0/86 D13 D11 D12 D14 D15 Figure 6 - Load factor prioritize customer life Research Hypotheses Table 1- Evaluation of hypotheses The result Significant The standard Standard level. estimate error Estimate Variable Significant Marketing training Significant Marketing training Significant Marketing training * Marketing specialist training agents and the positive impact of development life the branches Karafarin Tehran, there was a significant relationship. According to Table 1 it is clear that a significant level of reported 0.05 is smaller. Numbers reported in columns estimates and standard estimate the effect of positive report showing the values of the 227 specialist <--- specialist <--- specialist <--- Variable Development life Sale life Customers life direct and positive influence. The impact of (Non-standard) and (standard) is. The results show that the marketing specialist training agents and the positive impact of life branches Karafarin Tehran, there was a significant relationship. * Specialized training in marketing and sales of agents have a positive impact life branches Karafarin Tehran, there was a significant relationship.

7 According to Table 10-4 becomes clear that a significant level of reported 0.05 is smaller. Numbers reported in columns estimates and standard estimate the effect of positive report showing the values of the direct and positive influence. The impact is (non-standard) and (standard). The results show that specialized training in marketing and sales of agents have a positive impact life the branches Karafarin Tehran, there was a significant relationship. * Marketing specialist training agents on the clients' life The Branches Karafarin there is a significant positive impact in Tehran According to Table becomes clear that a significant level of reported 0.05 is smaller. Numbers reported in columns estimates and standard estimate the effect of positive report showing the values of the direct and positive influence. The impact is (Non-standard) and (standard). The results show that the marketing specialist training agents on the clients' life the branches Karafarin there is a significant positive impact in Tehran. 6. Conclusion After processing the data by tools and statistical software, the following results were obtained: First, the model parameters were investigated; the results showed that the optimal fit all standard indicators used to confirmatory factor analysis the model was first revealed that all the items 4 hidden variables to explain and measure significant factor loadings and path coefficients obtained were used to examine the hypotheses. Examine the first hypothesis specialized training agents marketing the impact of development life the branches Karafarin Tehran, there was a significant relationship. The impact is standard. The second hypothesis specialized training in marketing research study showed the positive effect of agents and sales life the branches Karafarin Tehran, there is a significant correlation between the degree of influence Standard is. The third hypothesis showed the results of specialized training in the marketing of agents clients life the branches Karafarin Tehran, there is a significant and positive impact on the effectiveness is Given the positive impact on the development of specialized training in marketing the agents life sales life and the clients life entrepreneurs in the branch of Tehran in order to enhance and improve these variables marketing suggestions to improve the quality of professional training offered. The results showed that the representatives of the marketing specialist training positive impact on the rate of development life the branches Karafarin Tehran, there was a significant relationship in this context to enhance the development life the branches Karafarin Tehran province proposes to study the comparative examples of successful organizations and other countries that this study could be used to improve education results showed second hypothesis of the positive impact of sales marketing sensitive life the branches Karafarin Tehran, there was a significant relationship in this direction in order to increase sales life the branches Karafarin Tehran province literacy workers in the area proposed to be assessed and trained in accordance with the existing gaps in the customer offering showed third hypothesis on the customer's training agents marketing the life the branches Karafarin Tehran province and there is a significant positive impact in this regard in order to increase sales life the branches Karafarin Tehran province is proposed to be given to the evaluation of training and feedback can determine how effective a marketing specialist training focus on the client's position with regard to the content of the training provided by the current to this field is concerned. Customer access methods and find suitable target market for life, training, production methods calls into calls to appointments and participate in the life market, providing management training session of the customer, techniques provided life based on the requirements of each customer can be the center of educational content. References 1- Ahmadvand, Mohammad Rahim (2010), exploring effect of industry in capital market and supplying needed cash for producing sectors, monitory and bank researches institutions, pp Esfidani Mohammad Rahim, ( 2011 ), Alireza Daghighi Asl, Elahe Esmaeili Ahangarkolaei The impact of the Internet on marketing performance life Journal of Insurance ( industry) / twenty-sixth year / 2 / Serial No. 102/83 to 113 pages. 3- Esmaeilpour, Hassan ; Ghafari Ashtiyani, Peyman ; ( 2002 ), Marketing, Islamic Azad University pub Bett, K.KR Customer satisfaction is the key to gain customer loyalty.fratr of greater profitability. Translation Seyyed Saeed Mahdavi Tehran, Management and Planning Organization, 2004 Page 53 of Jabbari, Gholamhossein ( 2002 ), The effect of inflation on the policyholder or the insured, the monthly magazine of 228

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