Determination of Information Technology Strategic Operation on Health Insurance Brand in Kermanshah State

Öz

The aim of this study was to evaluate the effectiveness of the implementation of strategic IT Kermanshah Province on brand of health insurance. This study is an applied research in terms of aims and is a descriptive study in terms of methodology and from correlation of data collection method is a quantitative method. The population includes all Health insurance users and employers in Kermanshah during 2015 that are 120 people and all customers of this insurance that because of unavailability considered as infinite. Static sample according to population and using Morgan and Korjesi table determined 92 employers and 384 customers.  Measuring instruments and IT strategy, IT inventory Davis from Sheikhshahi and Olomi Research (2007), and means of measuring brand image, Kampdrsad questionnaire (2001) respectively. Statistical methods included descriptive statistics and inferential statistics (Kolmogorov - Smirnov test, Pearson correlation and regression). The results showed that the strategic impact of information technology on brand image. The perceived usefulness, ease of understanding, attitude towards information technology and use of technology are improving brand image. The component easy to understand has the greatest impact on brand image.

Anahtar Kelimeler

• Information technology strategic,organizational image of brand

Kaynakça

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