نوع مقاله : مقاله علمی - پژوهشی
نویسنده
استادیار گروه مدیریت، دانشگاه بین المللی امام رضا(ع)، مشهد، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
Purpose: Understanding the dimensions of strategic market orientation is crucial in industries where competition is high and customers have different needs and wants. Gaining market knowledge and accountability is the existential philosophy of market orientation.The main purpose of this study is to conceptualize strategic market orientation and its relationship with performance in the Iranian insurance industry.
Methodology: This research is applied and descriptive survey. The study population is 16681 managers of public and private insurance agencies in the provinces of Tehran, Khorasan-e- Razavi, Isfahan, Fars, Azerbaijan-e-sharghi and Khuzestan. The sample was 300 agencies by using the formula in the limited sampling and stratified random sampling was selected. Data gathered from the questionnaires analyzed through structural equation modeling using AMOS18 to test hypotheses of research. Validity of the questionnair through content and construct validity and reliability of the research through Cronbach's alpha coefficient were confirmed.
Findings: The results showed that strategic market orientation has positive impact on financial and non-financial performance of insurance industry. The mediating role of non-financial between strategic market orientation and financial performance was confirmed.
Conclusion: Gathering and analyzing customer and competitor information and then designing a market-oriented strategy tailored to meet environmental opportunities and threats and providing process, system, and behavioral infrastructure to implement this strategy directly Improves financial and non-financial indicators in the Iranian insurance industry.
JEL-Classification: M31، G22، L25
کلیدواژهها [English]
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