عنوان مقاله [English]
existence a big market for insurance industry, on the one hand and low amount of insurance penetration, in the our country on the other hand, motivate using the concept of demand chain management to explore in value at the view of customers as a main component of DCM, and then explain and design this system with cause mapping. the problem that this research seeks to answer is behoove to attention customers preferences and tendencies in order to obtain competitive advantage, and to explore customer demand chain for better understanding of customer demands to translate these findings into new product and services. With this regard that demand chain management concept includes all process of demand and plans to integrative supply and demand process based on value proposition to the customers. In this paper has been attempt with using mixed method research approach develop a conceptual model for explanation DCM in the insurance industry. In this paper after describing research problem, DCM concept explained then research method has been proposed. In this process at the first with quantitative analysis approach value in the viewpoint of customers assessed and classified in four categories, then with qulititative approach and using casual mapping, demand chain management has been modeled. Final output of this research is developed model of DCM based on integrative map of experts.