أثر خصائص تطبيقات الهواتف الذكية على المزيج التسويقي لشركات التأمين الأردنية

الملخص EN

The study aimed to identify the impact of smart phone Application characteristics on marketing mix of Jordanian insurance companies, the study population consisted of all smart phone applications users of Jordanian insurance companies, the descriptive analytical approach was applied for conducting this research, an electronic questionnaire was developed to collect data and 500 questionnaires were distributed via e-mail on an appropriate sample of Jordanian insurance company clients, (420) valid questionnaires were retrieved for analysis,, The study revealed important results, there was an impact of the characteristics of smart phone applications (ease of use, availability, privacy, security, reliability) on the marketing mix (service, pricing, promotion, distribution, individuals, physical evidence, operations) for Jordanian insurance companies, and in light of the results, the study recommended that the management of Jordanian insurance companies could pay more attention to look at newest development engaged with smart phone characteristics.

the management of Jordanian insurance companies could pay more attention to the electronic infrastructure that supports the characteristics of smart phone applications du to their important impact on the marketing mix of Jordanian insurance companies, The study recommended directing the researchers' attention towards more studies on the impact of cloud computing for software and applications on marketing performance.