عنوان مقاله [English]
Sale agents are fundamental factors for the insurance industry’s ongoing operation. They act as a bridge between the organization and customers. Communication is the necessary ability of each seller; but some factors lead to a level of communication apprehension. In the current research, the objective is to identify factors affecting communication apprehension. The research method is participant selection mixed method which has been done in two phases: qualitative and quantitative. The research statistical population is an insurance company’s agents, operating under the control of a district in Ahvaz city. Based on Morgan table, 86 individuals were selected randomly and the questionnaire distributed among them. The purpose of this phase is to determine agents with higher communication apprehension based on Mccroskey questionnaire. Based on the results of the 1st phase, the agents had a low grade in communication apprehension, so agents with higher grade in communication apprehension were selected for in-depth individual interview. In the 2nd phase, answers were investigated by using thematic analysis and three factors were revealed. The factors identified as affecting communication apprehension are individual factors: agent characteristics, motivation, knowledge, experience; environmental factors: third person, costumer; and institutional laws relating to insurance, training, issues of agents and staff of company. Finally, recommendations for solving the aforementioned factors were presented.