The effect of developing insurance marketing methods on performance of insurance companies (An applied research in the two Iraqi general and national insurance companies)

This research aims to introduce the importance of developing insurance marketing methods and their impact on the performance of insurance companies in general, and national and Iraqi insurance companies in particular, and what they can achieve from advantages and an increase in their competitive capabilities as well as contributing to reducing labor productivity costs and achieving efficiency and raising company performance. After reviewing the reality of the marketing activity in the national and Iraqi insurance companies, the researchers reached a set of recommendations that emphasize the importance of developing marketing methods to keep pace with global insurance companies, and take advantage of these advantages in the field of work in the company. The effect is also illustrated by changing the marketing services from traditional to electronic marketing, which works to reduce costs and reach the largest segment of targeted customers.


INTRODUCTION
The insurance sector is considered one of the important economic financial sectors in Iraq. This is why the insurance industry needs to develop and innovate flexible marketing strategies to keep pace with developments in the insurance industry and take advantage of the absorptive capacity of the insurance market and rely on the introduction of new and diversified insurance services that are used, applying modern underwriting methods, working to change previous concepts and finding appropriate solutions to problems facing insurance marketing with insurance companies. Therefore, the ability of large and small companies to remain in the market depends on the extent of their interaction with their external environment and their ability to know the strengths and weaknesses. Whereas the external environment of companies is often unstable due to production and marketing problems, the rapid development of technology in addition to economic and political problems, and as a result of the emergence of many changes and developments, companies have become concerned with developing marketing methods and giving it high priority to the decisions taken in the company.

Methodology 1.1 Research problem
The problem can be formulated with the following questions: 1. What are the insurance marketing methods and the willingness of the two insurance companies to implement them? 2. The extent of response and perception of the research sample to the importance of the dimension of insurance marketing methods and their impact on the performance of the activity of the two research sample companies? 3. What is the effect of the dimensions of insurance marketing methods on the productivity of the two companies, the research sample?

Research importance
The research derives its importance from: 1. Study new variables in the dimension of marketing methods that can be used to improve the productivity performance of the two insurance companies. 2. Study and analyze the nature of the relationship between insurance marketing methods and the extent of their impact on the performance of the insurance companies.

Society and research sample
In order to test the study hypotheses and achieve its goals, the researcher has chosen the sample (probability class) from the study community in the Iraqi and National Insurance Company, which is represented by the following certificates (Ph.D., Master, Post Graduate Diploma, and Bachelor), considering that these certificates are closer to the subject of the study, and the size of the community according to the statistics of the two companies has reached (130) individuals, and the sample size of this community has been determined according to the global model (D. Morgan, D.). To determine the sample size at the significance level (0.01) and up to (0.05), then the sample size according to this model reached (97) individuals, i.e. (75%) of the total study population, as shown in Table 1.  333  0322  062  322  260  032  32  222  22  22  342  3222  062  322  262  092  36  222  24  22  046  3222  069  922  269  322  90  202  29  02  322  4222  074  922  272  302  79  031  04  02  322  4222  073  2222  232  342  223  242  03  32  327  2222  032  2222  236  362  223  222  30  32  362  6222  092  2022  232  332  223  262  36  42  364  7222  097  2322  296  422  223  232  42  42  367  3222  320  2422  022  402  203  292  44  22  363  9222  326  2222  022  442  207  022  43  22  372  22222  322  2622  022  462  230  022  20  62  372  22222  323  2722  024  432  236  002  26  62  377  02222  327  2322  027  222  242  032  29  72  379  32222  302  2922  002  222  244  042  63  72  332  42222  300  0222  034  622  243  022  66  32  332  22222  307  0022  040  622  220  062  72  32  330  72222  332  0422  043  722  222  072  73  92  334  222222  332  0622  026  722  229  072  76  92 "N" is population size Note "s" is sample size (97) Questionnaires were distributed to the sample. On the other hand, the number of forms received and fulfilled the conditions of analysis and study from the sample, which were answered, reached (92) questionnaires. Table 2 shows the study sample, the number of distributed, received forms, and the percentage of their retrieval.   Table 5 shows the stability test for the study variables. It is clear from the table above that the value of the Crow Parameter Alpha alpha is high for each of the search variables, and the total value of the search variables of the alpha coefficient has reached (0.966), which is a high stability value, and this result confirms the validity and consistency of the study questionnaire and its validity for application to the basic study sample.

Statistical tools and methods used in data processing and analysis:
The researcher relied on a number of tools for statistical analysis and processing, as follows: 1. Statistical Software Package (Spss-Ver-19): used to extract the results. 2. Microsoft Excel 2010 to analyze the data.

Theoretical review 2.1 Definition of Marketing
"Marketing has been defined by individuals who work in marketing departments as it includes all administrative systems that participate in identifying and influencing current and potential demand for a particular region" (Harry AL.Lipson & John R. Darling, 1971: 5).

-The importance of marketing
The importance of marketing comes to the meaning that marketing includes in the business world, as it includes commercial activities that aim to facilitate the tasks of the two physical transportation functions of services and transfer of ownership with the identification of appropriate marketing outlets for their delivery to the required markets. On the other hand, creating marketing policies requires a balance between supply and demand. In order to achieve this balance, individuals working in the marketing department draw the appropriate planning for the design of services or make changes or adjustments to them for the purpose of matching services with the requirements and needs of consumers. It also includes the concept of marketing is the design of effective marketing policies that are able to keep pace with the development of the market in order to achieve its goals and thus increase the demand for the services provided, thus achieving an increase in profits. (Magazigh, 1977: 18)

-Choose a market
The controllable marketing variables for any company are the parts of the marketing process that the company can define and manage themselves, and for most insurance companies the marketing control variables include the following: Suha Abdulhasan Shaikhah Al-Lami et al/ The effect of developing insurance marketing methods on performance of insurance companies (An applied research in the two Iraqi general and national insurance companies) Journal of Contemporary Issues in Business and Government | Vol 27, Issue 3, 2021 2684

The Market
Many insurance companies define specific sectors of the market that they intend to direct their marketing operations towards, and for the company to determine the sector that suits its business, the company resort to segmentation of the market, which means that the company dividing its services into large groups of consumers that lead to the service of the entire market, for this the companies divide the market into small sectors that are easy to focus efforts on and provide services to (Sharman and Abdel Salam, 2001: 103).

Prices for the products
Pricing determined by any company for its products and services that affect its sales just as it affects its profits. Prices affect customers' understanding of the products and services they offer with an emphasis on the quality of the products that you offer, there are companies that offer their services at high prices to emphasize the quality of the products provided, while there are companies that offer their products at low prices for the purpose of attracting customers to them.

Products
Insurance companies offer products based on their resources or marketing experiences, as insurance companies are committed to marketing products for individual life and group insurance, or there are companies that are committed to providing property or work injury insurance products.

Promotion
Insurance companies are affected by all the factors that fall within the composition of the marketing mix. Insurance companies resort to promoting their products through customers in order to stimulate demand for their products, while some companies resort to promoting their products through their intermediaries and distribute incentives and rewards to encourage sales.

Distribution
It is the process of delivering the insurance service from the insurance companies to the beneficiaries through the different distribution outlets. This process is one of the important operations in the insurance companies, because it is through them that the insurance protection that achieves safety and stability can be achieved for the beneficiaries of the risks to which they are exposed and that result in financial losses (peace and shore, 2012: 214).
There are some simple ways to update and develop marketing methods, including:  Improving the service and that is (in addition to) any more offers offered, so everyone wants more? Or an actual change to the characteristics of the service provided in the market, such as automatic processing of insurance information and electronic use in issuing documents and completing compensation transactions.  Review the prices of the services provided, by conducting a search in the market related to the products, and make a comparison between the services provided by the company with the services provided by the competing companies, if there is a significant difference, and the solution is simple by providing some discounts to the customers.  Style changes these changes include the way to provide service and renew the company's sign, and are among the most important elements in attracting new customers. Are they clear and well lit? Is the company name clear? Is it easy to read and see?  Update the way of providing and selling the product or service, as the accepted way is to offer services at the company's headquarters, but now it is possible through the company's website, or use the most popular and well-known social media sites to communicate with customers or to target new consumers, as traditional methods are not enough to offer and provide service.  Communicating with customers, by offering promotional offers via e-mail, or tempting offers with a text message to the consumer audience, and using the means of communication in all possible ways, by providing a distinctive advertisement on TV or the famous local newspapers.  Staff training, in the world of marketing and sales there is always a new one, it may be well qualified staff, but staff may not be fluent in the English language, as it is difficult for them to deal with resident foreigners, and the solution is simply by entering them for basic English language courses for employees. The modernization and development of marketing has become a great science and a new world to which the new is added daily. Therefore, this world must be followed and the latest suitable ideas applied in order for the company to remain strongly competitive in the market and achieve new steps of success and prosperity.

Productivity of insurance companies Productivity concept
Productivity is one of the topics that has received great attention in all economic aspects, especially in developing countries, where the developed countries realized that productivity is their path to economic development and social welfare, while developing countries suffer from problems in unemployment and a decrease in development rates, therefore they try to benefit from the experience of developed countries in raising their efficiency through the exploitation of their resources in a way that achieves a balanced development and in improving the standard of living for individuals ( Al-Tibi, 2001). And the well-being of society through the production of the largest possible quantity of goods and services at the lowest possible cost, by using the lowest possible elements of production, therefore, increasing productivity when producing a good or service means the possibility of producing the same amount of this service with fewer resources, which means the possibility of producing a greater amount of other goods or services. We can study the definitions of productivity and put them into three groups as follows: 1. Productivity is the efficiency of human resources Sharma (2002) sees that productivity is by producing as much as possible of goods or services of the same quality or better than them with units less than the factors of production during a specific time period, That is, the relationship between the quantity of the commodity or services produced and the capital and material resources used in the production of these goods and services in a specific time period 2. Productivity is the ratio of outputs to inputs Hammoud and Fakhoury, 2001, see productivity as a ratio or the relationship between outputs (the product) and inputs (the user), i.e. resources that are used in production, and both define them in a measurable way. And productivity is defined in general, it is a ratio between the outputs and the inputs in other words, the relationship between the outputs of the production or service activity during a specific period and the inputs of that activity in a specific period and it can be calculated on the following:

Empirical analysis and test 3.1 Empirical Analysis
This axis seeks to clarify the most important characteristics of the members of the research sample from workers in the Iraqi and National Insurance Company, through the information contained in the questionnaire that was distributed to them, and here comes a brief description of the members of the research sample. Table 4 shows that the percentage of respondents who were chosen by sex was for males (54.3%) and for females (45.7%). Table 4 shows that the percentage (9.8%) of the sample ranges between (21-30 years), while the ratio (29.3%), their ages ranges between (31-40 years), followed by the ratio (28.3%), as Their ages range from (41-50 years), and finally (32.6%), their ages ranged between (51 years and over). Table 4 shows that (71.7%) of the sample have a bachelor's degree and (5.4%) have a post graduated diploma, followed by (13.0%) with a master's degree, and finally (9.8%) their educational qualification is PhD. Table 4 shows that what percentage (22.8%) of the sample their job service ranges within (less than 10 years), while the percentage (22.8%), their service ranges between (11-15 years), followed by the percentage (15.2%), as their service ranges between (16-20 years), and finally (39.1%), their service ranged from (21 years or more).

Displaying the results of the questionnaire
This axis seeks to present the answers of the sample (Iraqi and National Insurance Company) for each axis and every paragraph of the study, related to insurance marketing methods, the performance of the insurance companies 'productivity, as the mathematical mean and standard deviations, the coefficient of variation, and the relative importance of the sub-general and general levels were used, and the five-dimensional Likert scale was used in the responses of the sample, the answer level will be confined between (1-5) and for five levels, and according to the categories, the category length has been determined on this scale by calculating the range between the degrees of the scale (5 -1 = 4) and then dividing it by the largest value in the scale to get the length of the category i.e. (4/5 = 0.80) and then this value has been added to the lowest value in the scale, i.e. from the beginning of the scale and it is one true, in order to determine the upper limit for this category, and thus the length of the category has become as shown in the table 5 below.

1-Insurance Marketing Methods
This axis was measured through twelve questions (1)(2)(3)(4)(5)(6)(7)(8)(9)(10)(11)(12), and as explained through Table 6, and the results about it were distributed among the highest level of response that the twelfth question achieved, which states (workers in the company realize the importance of switching from traditional to modern methods of providing services to citizens). As the value of the mean for it reached (4.36), which indicates the option (Strongly agree), and with very good harmony in the answers, and it is confirmed by the value of the standard deviation and the coefficient of difference in it, respectively, so its value was (0.64), (13.84). This result indicates that this paragraph has a high level of importance for the sample studied, while the relative importance was (87.42), which confirms the degree of interest by the research sample about this paragraph. As for the seventh question that states (the possibility of obtaining the services that customers need right on time), it has achieved the lowest answer level, as the mean value of it reached (3.21), which indicates an option (neutral), and with average harmony in the answers, confirmed by the value of the standard deviation and the coefficient of variation in it, respectively, so its value reached (1.03) (33.07), and this result indicates that this paragraph has an average level of importance for the respondent sample, while the relative importance was (61.95), which confirms the degree of interest by the research sample about this paragraph. This result indicates that there is almost disapproval by the sample members of this paragraph, and the rest of the paragraphs have achieved, in this axis, varying proportions in the arithmetic circles ranged between (strongly agreed, agreed). In general, it can be said that the arithmetic mean of all paragraphs of the axis of successful management requirements is equal to (3.78), which indicates the option (agree), which is a positive value, and this result indicates that the majority of the sample members agree that insurance marketing methods affect positively in productivity performance of the Iraqi National Insurance Company.
Suha Abdulhasan Shaikhah Al-Lami et al/ The effect of developing insurance marketing methods on performance of insurance companies (An applied research in the two Iraqi general and national insurance companies)

-Corporate productivity performance
This axis was measured through seven questions (1-7), and as illustrated by Table 7, and the results about it were distributed among the highest level of answer that was achieved by the twenty-fourth question, which states (interest in training programs and developmental) as the value of the mean for him reached (4.25), which indicates the option (strongly agree), and with very good harmony in the answers, and confirmed by the value of the standard deviation and the coefficient of variation in it, respectively, so its value reached (0.94), (16.52), this result indicates that this paragraph has a high level of importance for the respondent sample, while the relative importance was (88.79), which confirms the degree of interest by the research sample on this paragraph. In general it can be said that the arithmetic mean for all paragraphs of the productivity performance axis of the Iraqi and National Insurance Company is equal to (3.81), which indicates an option (I agree), which is a positive value, and this result indicates that the majority of respondents agree positively on the paragraphs of the productivity performance of Iraqi and National Insurance Companies.

.study hypotheses test
In this topic, the study hypotheses that were laid out in the methodology of the study, which relates to the study variables, which are represented in the methods of marketing insurance as an independent variable, and the dependent variable represented by the productivity performance of the Iraqi and National Insurance Company will be examined.

-Correlation hypothesis test
This topic seeks to determine the nature of the relationship between study variables, to find out the extent to which the first main hypothesis is accepted or rejected, which is: There is a statistically significant correlation with positive marketing methods of insurance with corporate performance, by using the simple correlation coefficient (Pearson Correlation Coefficient), which is one of the statistical methods used to measure the strength and direction of the linear relationship between two quantitative variables at the level of the study sample. It is clear from Table 8 and Figure 2 that there is a positive correlation with positive (significant) moral significance between insurance marketing methods and corporate performance, and the correlation relationship has reached its value (0.776 **) at the level of significance (0.01), and from here we infer the acceptance of the first main hypothesis, according to which there is a statistical correlation relationship with a positive moral significance for insurance marketing methods in the performance of the Iraqi and National Insurance Company. As shown table 8 and figure 2.

2-Impact of the hypothesis testing
The present study has developed the second major hypothesis, the Simple Regression Analysis hypothesis The main simple regression hypothesis It is clear from table 9 that the calculated value of (F) has reached (13.81), which is greater than the (F) table value of (7.91) at the level of significance (1%), and with significance (0.000) with a degree of freedom (1.90), this result means that there is a statistically significant and significant effect of the respondent variable (insurance marketing methods) in the dependent variable (corporate performance), in the research sample. As for the value of the determination coefficient (R2), its value was (0.520). This result indicates that (insurance marketing methods) explain what percentage (52%) of the difference in (corporate performance), and that (48%) is an explanation of the factors that did not enter the regression model. Accordingly, these results provide sufficient support to accept the second main research hypothesis, which states (There is a significant significance for insurance marketing methods in the performance of the productivity of the Iraqi and National Insurance Company). Through Table 9, we notice that the value of the fixed term (a = 0.453) is statistically significant, as the calculated value of t was (3.532) and it is greater than the tabular t at the level of significance 1% and the degree of freedom (90) and (2.35), and the value of the marginal slope (b = 1.130) is statistically significant because the calculated t value of 7.620) is greater than the tabular t at the level of significance% 1 and freedom degree (90) and (2.35). These results confirm the presence of a strong influence of insurance marketing methods in the performance of the Iraqi and National Insurance Company.

CONCLUSIONS AND RECOMMENDATIONS 4.1 Conclusions
1. There is a positive correlation with statistically significant (static) significance between insurance marketing methods in the performance of the productivity of the Iraqi and national insurance company, due to the vital role of insurance marketing methods in embodying and developing modern administrative thought that contributes significantly to raising the level of productivity performance of the Iraqi National Insurance Company. 2. There is a statistically significant effect of insurance marketing methods on the performance of the Iraqi National Insurance Company, where the results of the analysis showed the importance of the insurance marketing methods in developing and developing the performance of the Iraqi National Insurance Company. 3. There is a weakness in the ability to obtain the services that customers need in a timely manner.

Recommendations
In light of the results reached, the following recommendations can be taken: 1. Localizing the relationship between individuals and the Iraqi and National Insurance Company and not neglecting it. 2. The continuous development and modernization of insurance marketing methods and working to enhance them. 3. Working to implement democracy at work. 4. Working to obtain the services that customers need in a timely manner. 5. The company's management should work continuously to develop human resources, and work to intensify advanced training courses in order to control the insurance company's technologies, especially electronic ones, which need a high information culture. 6. Taking advantage of the competencies that exist in the insurance company that possesses the capabilities to innovate and renew that is suitable for work, especially in the field of marketing. 7. Attention to recent studies and research, especially in the areas of electronic marketing and the positive results achieved when dealing with them. 8. Setting time plans to bring about the required changes and preparing the work environment to suit these alleged changes.