Hadi Hosein Panahi; Heresh Soltanpanah
Volume 2, Issue 2 , September 2021, , Pages 153-166
Abstract
Purpose: The concepts of mental image and marketing relationships are becoming more critical for businesses. To some extent, previous studies have examined the effect of service quality and brand image on consumer behaviour, so this study aimed to investigate the relationship between social marketing ...
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Purpose: The concepts of mental image and marketing relationships are becoming more critical for businesses. To some extent, previous studies have examined the effect of service quality and brand image on consumer behaviour, so this study aimed to investigate the relationship between social marketing and image. It is the mentality of the customers of insurance companies in Kurdistan province.Methodology: The method of the present study is a survey and is applied in terms of purpose. The statistical population of this study included all insurance customers in Kurdistan province. By random sampling method, the sample size is 385 people. Spearman and Friedman correlation test and SPSS software were used to analyze the data to show the effect of each independent variable and whether their effect was real.Findings: The results showed a significant relationship between social marketing and customers' mental image. Also, among the three variables of social marketing affecting the mental image of insurance companies' customers, according to the respondents, communication programs had an average of 2.29, behaviour management programs had an average of 2.25, and symbolic programs had an average of 1.15.Originality/Value: Using social networks in insurance companies to form the mental image of customers and thus increase the quality of services, profits, and productivity is very effective and valuable. Managers of insurance companies can use the results of this study.
