THE IMPACT OF INTERNAL MARKETING ON CUSTOMER ORIENTED INSURANCE COMPANIES

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ABBASI MOHAMMADREZA; SALEHI SABOUR

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Journal: IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH) Year:2011 | Volume:26 | Issue:2 (102) Page(s): 145-176

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Title

THE IMPACT OF INTERNAL MARKETING ON CUSTOMER ORIENTED INSURANCE COMPANIES

Author(s)

ABBASI MOHAMMADREZA | SALEHI SABOUR | Issue Writer Certificate

Keywords

INTERNAL MARKETINGQ2

CUSTOMER ORIENTATIONQ2

INSURANCEQ2

Abstract

With increasing competition among INSURANCE companies for a greater market share, companies try to increase their market power through competitiveness of their products. However, the load of competitive advantage falls on staff. The interaction between staff and customers will have an important effect in providing appropriate services and INTERNAL MARKETING can facilitate INSURANCE companies in achieving their goals. On the other hand, human resources play essential roles in c reating value and satisfaction for customers. Hence, most of the effort in leading organizations is to increase the wealth of high quality staff in gaining competitive advantage and trying to improve on it.This study examines the impact of INTERNAL MARKETING on customer oriented behavior by employees in Iranian INSURANCE industry. The study uses descriptive surveys based on structural equation modeling. In this regard, statistical sampling and questionnaires were used. In addition a number of hypotheses are examined to demonstrate the impact of INTERNAL MARKETING on CUSTOMER ORIENTATION. Finally a conceptual model is fitted and estimation is carried out using Lizrell software. The results show that job satisfaction in relation to INTERNAL MARKETING and CUSTOMER ORIENTATION has an intermediary role.

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APA: Copy

ABBASI, MOHAMMADREZA, & SALEHI, SABOUR. (2011). THE IMPACT OF INTERNAL MARKETING ON CUSTOMER ORIENTED INSURANCE COMPANIES. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), 26(2 (102)), 145-176. SID. https://sid.ir/paper/391980/en

Vancouver: Copy

ABBASI MOHAMMADREZA, SALEHI SABOUR. THE IMPACT OF INTERNAL MARKETING ON CUSTOMER ORIENTED INSURANCE COMPANIES. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH)[Internet]. 2011;26(2 (102)):145-176. Available from: https://sid.ir/paper/391980/en

IEEE: Copy

MOHAMMADREZA ABBASI, and SABOUR SALEHI, “THE IMPACT OF INTERNAL MARKETING ON CUSTOMER ORIENTED INSURANCE COMPANIES,” IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), vol. 26, no. 2 (102), pp. 145–176, 2011, [Online]. Available: https://sid.ir/paper/391980/en

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