Identifying and prioritizing the effect of marketing mix from the customer’s perspective (4C) on the competitiveness of insurance companies using DEMATEL technique: A case study of Tehran Insurance Companies

Abstract

Competitiveness of an organization is debatable based on sources and market-based approach. In this study, the impact of customer-centric marketing mix on the competitiveness of the company was studied. All clients involved in insurance companies in Tehran were the statistical population of the study and a sample of 384 clients were selected. A questionnaire was used to collect the data. Relationships between elements of the marketing mix and competitiveness were studied using confirmatory factor analysis technique. The results of the data analysis indicated the significant effect of customer-centric marketing mix on company’s competitiveness. To prioritize the marketing mix factors in terms of the amount of impact on the competitiveness from customers’ perspective, a DEMATEL technique was used. The results also indicated that the highest impact on the competitiveness of the insurance company include the customer costs, value of a customer-friendly, easily buy, and relations.