IDENTIFY AND PRORITIZE MARKETING MIX FROM THE CUSTOMERS PERSPECTIV (4C) ON THE COMPETETINVENESS OF INSURANCE COMPANIES USING MULTI-CRITERIA DECISION MAKING ELECTRE TECHNIQUE (CASE STUDIY: TEHRAN INSURANCE COMPANIES)

Change is one of the key features of organizations in the new competitive era. The greater the environmental changes, the more the organizations should respond to them by means of changing data (which would be more than environmental changes). Competitiveness of an organization is debatable based on two factors: including sources and market-based approach. Insurance companies are enterprises that operate in competitive conditions and as a result competitiveness is of importance to companies that are active in this field. In this study, the impact of customer-oriented marketing mix on the competitiveness of the company has been studied. Customer- Friendly value, customer cost, ease of purchase and relations with customers are components of customer-oriented marketing mix. Quality, innovation, customer responsiveness and efficiency are the pillars of competitiveness of the company. Current study is a practical study of the correlation type. All clients involved in insurance companies in Tehran, make up the statistical population of the study and therefore a sample of 384 clients were selected. A questionnaire was used to collect the data. Cronbach s alpha factor was used for reliability .Structural validity and content validity has been conducted as well. Relationships between elements of the marketing mix and competitiveness were studied using Confirmatory factor analysis technique. The results of this study have shown that the impact of loading standard customer-oriented marketing mix on the competitiveness of the company is 89%. This amount of influence indicates the significant impact of, customer-oriented marketing mix, on company’s competitiveness . In order to prioritize the marketing mix factors in terms of the amount of impact on the competitiveness from customers perspective ,one of the multi-criteria decision making techniques called Electra , was employed. The results show that the highest impacts on the competitiveness of the insurance company belong to: the customer cost, convenience of shopping, customer- friendly values and relationships, respectively

Keywords:

Competitiveness , integrated marketing , customer oriented , multi-criteria decision making MADM , ELECTRE techniques