Evaluate the effects of market orientation on market performance in insurance companies (Case Study: Asia Insurance Company, Guilan Province)
Abstract. Market orientation in the insurance industry is a business culture which can be named as a tool to support services for clients. The aim of this study is the evaluation of the effect of relationship orientation and service quality orientation on market performance and the effects of these variables mediating role in the relationship between market orientation and performance of the market. To this end, six hypotheses were developed. To collect data to test hypotheses, we used a standard questionnaire containing 35 questions and were distributed among the 220 members of the Asian insurance agents in the province of Guilan as the population of research. To analyze data and test hypotheses, structural equation modeling and path analysis were used. Assumptions test results showed that in general there is a significant relationship between market orientation and market performance and variables have a major impact on this relationship. Finally, in accordance with each of these factors, the proposals for the development of market orientation in companies providing insurance services were provided.
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