The Impact Of Integrated Marketing Communications In Enhancing The Quality Of Insurance Service: An Exploratory Study Of The Opinions Of A Sample Of Employees Of The Iraqi Insurance Company Operating In Baghdad Governorate

Abstract

The main objective of the study was to identify the sources of integrated marketing communications and assess their impact on enhancing the quality of insurance services. The study aimed to provide proposals that contribute to understanding the relationship between integrated marketing communications and the quality of insurance services. The main research question addressed in this study was: Is there a statistically significant impact of the dimensions of integrated marketing communications on enhancing the quality of insurance services?

To gather the opinions of the participants, the study employed a descriptive and analytical approach by utilizing both theoretical and field data from the surveyed company, which was the Iraqi Insurance Company operating in Baghdad Governorate. Several scientific research tools were employed to achieve the desired results. The primary data collection tool used in the field aspect of the study was a questionnaire. A total of 450 questionnaires were distributed to all employees of the surveyed company, and 427 valid forms were collected, resulting in a response rate of 93%. The collected data were analyzed using various statistical methods and tested using the SPSS (Version 26) statistical software. The study yielded several results, including the identification of a statistically significant positive effect of the dimensions of integrated marketing communications on enhancing the quality of insurance services within the surveyed company.