Abstract

Ali Pirzad, Najmuddin Mousavi, Rasoul cheraghsahar

ABSTRACT

Benevolent marketing is one of the new strategies of business marketing to create special value for the customer, according to which the direct relationship between the sale of the product and the help of the enterprise to a charity or good will be defined and promoted in the direction of social responsibility of the companies. It has therefore led to the turning of benevolent marketing firms. Understanding the benevolent marketing components provides a clear indication of the success of these firms in using these marketing activities. The main objective of this paper is to identify and rank benevolent marketing indicators in the insurance industry, which are identified using the Delphi technique and ranked by Fuzzy Network Analysis (FANP) method. The results of the research show that there are several factors on the success of benevolent marketing campaigns as their components in insurance coverage, which can be summarized in five main factors. These factors are important in terms of experts in this area: financial results for the company, service marketing mix (7p), organizational help form, social outcomes for the company, and customer attributes. Also, the components; the increase in brand sales, the prices provided by the insurance industry and the size of the benevolent aid received the highest weight among the sub-indicators of these five components.