فصلنامه علوم مدیریت ایران

فصلنامه علوم مدیریت ایران

طراحی معیارهای عملکرد نمایندگان فروش بیمه با رویکرد ترکیبی روش‌شناسی سیستم‌های نرم و مارکوس

نوع مقاله : مقاله مستقل

نویسندگان
لیلا اطهر 1
امیرعلی فوکردی 2
کریم ابراهیمی 3
1 گروه مدیریت دانشگاه قم
2 گروه مدیریت
3 گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه قم
100/jiams.2026.9185.7990
چکیده
یکی از مسائل اولویت‌دار طراحی چارچوبی جامع برای نظارت بر عملکرد نمایندگان بیمه است. پژوهش حاضر به دنبال طراحی مجموعه‌ای چندبعدی از معیارها برای درک جامع عملکرد نمایندگان فروش است. باتوجه به ماهیت اجتماعی سیستم ارزیابی عملکرد و قابلیت روش‌شناسی سیستم‌های نرم (SSM) در درک این پدیده از دیدگاه‌ها و شرایط مختلف، از روش‌شناسی مذکور برای طراحی معیارهای ارزیابی عملکرد نمایندگان فروش بیمه استفاده شد. به پیروی از گام‌های SSM، ابتدا تصویری گویا از موقعیت مسئله‌زا ترسیم شد. سپس، با توجه به ذی‌نفعان شناسایی‌شده در تصویر گویا، 13 مصاحبه با مدیران شرکت انجام شد. تحلیل مضمون مصاحبه‌ها منجر به تدوین تعریف ریشه‌ای و ترسیم مدل‌های مفهومی شد. با مقایسه مدل‌ها با تصویر گویا، تغییرات ممکن برای بهبود سیستم جاری با تمرکز بر طراحی و پالایش معیارها و سنجه‌های ارزیابی عملکرد نمایندگان مدنظر قرار گرفت. پس از آن با استفاده از روش تصمیم گیری چندمعیاره مارکوس، معیارهای شناسایی شده، به ترتیب اهمیت رتبه بندی و اولویت بندی شدند. ارزیابی جامع عملکرد نمایندگان فروش مستلزم توجه به هفت عنصر 1) هدف‌ها و خواسته‌های سازمان؛ 2) وضع واحدهای ستادی و شعب؛ 3) وضع برنامه‌های آموزشی؛ 4) وضع محصولات؛ 5) وضع مشتریان؛ 6) اصلاح ساختار واحدهای ستادی و شعب؛ و 7) وضع نمایندگان است. با مقایسه مدل‌ها با تصویر گویا، تغییرات ممکن برای بهبود سیستم جاری با تمرکز بر طراحی و پالایش معیارها و سنجه‌های ارزیابی عملکرد نمایندگان مدنظر قرار گرفت. پس از آن با استفاده از روش تصمیم گیری چندمعیاره مارکوس، معیارهای شناسایی شده، به ترتیب اهمیت رتبه بندی و اولویت بندی شدند. ارزیابی جامع عملکرد نمایندگان فروش مستلزم توجه به هفت عنصر 1) هدف‌ها و خواسته‌های سازمان؛ 2) وضع واحدهای ستادی و شعب؛ 3) وضع برنامه‌های آموزشی؛ 4) وضع محصولات؛ 5) وضع مشتریان؛ 6) اصلاح ساختار واحدهای ستادی و شعب؛ و 7) وضع نمایندگان است. با مقایسه مدل‌ها با تصویر گویا، تغییرات ممکن برای بهبود سیستم جاری با تمرکز بر طراحی و پالایش معیارها و سنجه‌های ارزیابی عملکرد نمایندگان مدنظر قرار گرفت. پس از آن با استفاده از روش تصمیم گیری چندمعیاره مارکوس، معیارهای شناسایی شده، به ترتیب اهمیت رتبه بندی و اولویت بندی شدند. ارزیابی جامع عملکرد نمایندگان فروش مستلزم توجه به هفت عنصر 1) هدف‌ها و خواسته‌های سازمان؛ 2) وضع واحدهای ستادی و شعب؛ 3) وضع برنامه‌های آموزشی؛ 4) وضع محصولات؛ 5) وضع مشتریان؛ 6) اصلاح ساختار واحدهای ستادی و شعب؛ و 7) وضع نمایندگان است. با مقایسه مدل‌ها با تصویر گویا، تغییرات ممکن برای بهبود سیستم جاری با تمرکز بر طراحی و پالایش معیارها و سنجه‌های ارزیابی عملکرد نمایندگان مدنظر قرار گرفت. پس از آن با استفاده از روش تصمیم گیری چندمعیاره مارکوس، معیارهای شناسایی شده، به ترتیب اهمیت رتبه بندی و اولویت بندی شدند. ارزیابی جامع عملکرد نمایندگان فروش مستلزم توجه به هفت عنصر 1) هدف‌ها و خواسته‌های سازمان؛ 2) وضع واحدهای ستادی و شعب؛ 3) وضع برنامه‌های آموزشی؛ 4) وضع محصولات؛ 5) وضع مشتریان؛ 6) اصلاح ساختار واحدهای ستادی و شعب؛ و 7) وضع نمایندگان است.
کلیدواژه‌ها
بیمه
روش شناسی سیستم های نرم
معیارهای عملکرد
نمایندگی فروش
موضوعات

عنوان مقاله English

Designing Performance Criteria for Insurance Sales Representatives Using a Hybrid Approach of Soft Systems Methodology and MARCOS

نویسندگان English

Leyla Athar 1
AmirAli Foukerdi 2
karim ebrahimi 3
1 Qom
2 Qom
3 Management
چکیده English

One of the priority issues is designing a comprehensive framework for monitoring the performance of insurance representatives. This study aims to design a multidimensional set of criteria to gain a holistic understanding of sales representatives' performance. Given the social nature of performance evaluation systems and the capability of Soft Systems Methodology (SSM) in comprehending this phenomenon from various perspectives and contexts, SSM was employed to design performance evaluation criteria for insurance sales representatives. Following the steps of SSM, first, a rich picture of the problem situation was drawn. Subsequently, considering the stakeholders identified in the rich picture, 13 interviews were conducted with company managers. Thematic analysis of these interviews led to the formulation of root definitions and the construction of conceptual models. By comparing these models with the rich picture,One of the priority issues is designing a comprehensive framework for monitoring the performance of insurance representatives. This study aims to design a multidimensional set of criteria to gain a holistic understanding of sales representatives' performance. Given the social nature of performance evaluation systems and the capability of Soft Systems Methodology (SSM) in comprehending this phenomenon from various perspectives and contexts, SSM was employed to design performance evaluation criteria for insurance sales representatives. Following the steps of SSM, first, a rich picture of the problem situation was drawn. Subsequently, considering the stakeholders identified in the rich picture, 13 interviews were conducted with company managers. Thematic analysis of these interviews led to the formulation of root definitions and the construction of conceptual models. By comparing these models with the rich picture, potential changes to improve the current system were identified, focusing on the design and refinement of criteria and indicators for evaluating sales representatives' performance. Thereafter, using the Multi-Criteria Decision-Making (MCDM) method known as MARCOS, the identified criteria were ranked and prioritized based on their importance.One of the priority issues is designing a comprehensive framework for monitoring the performance of insurance representatives. This study aims to design a multidimensional set of criteria to gain a holistic understanding of sales representatives' performance. Given the social nature of performance evaluation systems and the capability of Soft Systems Methodology (SSM) in comprehending this phenomenon from various perspectives and contexts, SSM was employed to design performance evaluation criteria for insurance sales representatives. Following the steps of SSM, first, a rich picture of the problem situation was drawn. Subsequently, considering the stakeholders identified in the rich picture, 13 interviews were conducted with company managers. Thematic analysis of these interviews led to the formulation of root definitions and the construction of conceptual models. By comparing these models with the rich picture, potential changes to improve the current system were identified, focusing on the design and refinement of criteria and indicators for evaluating sales representatives' performance. Thereafter, using the Multi-Criteria Decision-Making (MCDM) method known as MARCOS, the identified criteria were ranked and prioritized based on their importance.One of the priority issues is designing a comprehensive framework for monitoring the performance of insurance representatives. This study aims to design a multidimensional set of criteria to gain a holistic understanding of sales representatives' performance. Given the social nature of performance evaluation systems and the capability of Soft Systems Methodology (SSM) in comprehending this phenomenon from various perspectives and contexts, SSM was employed to design performance evaluation criteria for insurance sales representatives. Following the steps of SSM, first, a rich picture of the problem situation was drawn. Subsequently, considering the stakeholders identified in the rich picture, 13 interviews were conducted with company managers. Thematic analysis of these interviews led to the formulation of root definitions and the construction of conceptual models. By comparing these models with the rich picture, potential changes to improve the current system were identified, focusing on the design and refinement of criteria and indicators for evaluating sales representatives' performance. Thereafter, using the Multi-Criteria Decision-Making (MCDM) method known as MARCOS, the identified criteria were ranked and prioritized based on their importance.

کلیدواژه‌ها English

Insurance
Soft Systems Methodology (SSM)
Performance Criteria
Sales Representation
assessment
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