A Study on a Combined Model in Business Intelligence for Improving Electronic Insurance

A Study on a Combined Model in Business Intelligence for Improving Electronic Insurance

Mahdi Bazargani (Islamic Azad University, Iran) and Elnaz Namazi (Islamic Azad University, Iran)
DOI: 10.4018/978-1-4666-9562-7.ch051
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Abstract

Business intelligence is one of the tools of IT in business and Information systems for management have been just developed theoretically, and have never fulfilled the demands of organizations, practically. The establishment and marketing of electronic insurance demands the readiness of tools and the foundation of IT. Business intelligence provides the managers with a collection of tools, techniques and methods in order to help them in better understanding of business state. Business intelligence techniques are applied by an optimized pattern in electronic insurance industry which its basis is merging two significant models in this field known as Kano Model and Model of Quality Function Deployment (QFD). Kano Model tool is a questionnaire filled by customers which they should answer to the questions with two positive and negative alternatives. These answers will lead to understanding quality demands of customers and considering basic demands, practical demands as well as motivational ones.
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2. Advantages Of Business Intelligence And The Reasons For The Need For It

Increasing in organization’s competitive power is one of the advantages of business intelligence solutions that makes the organization distinguishable. Furthermore, it provides better understanding of customers’ demands and management of communicating with them. Besides, it provides the organization to control the positive and negative changes and supervise it appropriately.

In a wide perspective, institutes need using the intelligence for two main goals. First, for the analyses which help them to make better decisions so that they can recognize selling process and provide lookout for customers and important complaints. Second, it helps to foresee customer behavior and market need (Sabherwal & Fernandez, 2010).

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