Conceptualizing Strategic Market Orientation and Its Relationship with Performance in Iranian Insurance Industry

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ROJUEE MORTEZA

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Journal Paper

Paper Information

Journal: IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH) Year:2020 | Volume:34 | Issue:4 Page(s): 71-103

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Title

Conceptualizing Strategic Market Orientation and Its Relationship with Performance in Iranian Insurance Industry

Author(s)

ROJUEE MORTEZA | Issue Writer Certificate

Keywords

Strategic Market Orientation

Financial Performance

Non-Financial Performance

Iranian Insurance Industry

Abstract

Objective: Understanding the dimensions of Strategic Market Orientation is crucial in industries where competition is high and customers have different and diverse needs and wants. Acquiring market information and responding accordingly is the 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: The study population of this descriptive survey is 16681 managers of public and private insurance agencies in the provinces of Tehran, Khorasan-e-Razavi, Isfahan, Fars, Azerbaijan-e-sharghi and Khuzestan. Three hundred agencies using the stratified random sampling method participated in this survey and completed the questionnaires. The validity of the questionnaire was confirmed through content and construct validity tests and its reliability was confirmed through Cronbach's alpha coefficient. Collected data was analyzed through structural equation modeling using AMOS18 to test hypotheses of research. Findings: Strategic Market Orientation has positive impact on financial and non-Financial Performance of insurance companies. The mediating role of non-Financial Performance between Strategic Market Orientation and Financial Performance was also 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 improve financial and non-financial indicators in the Iranian Insurance Industry.

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APA: Copy

ROJUEE, MORTEZA. (2020). Conceptualizing Strategic Market Orientation and Its Relationship with Performance in Iranian Insurance Industry. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), 34(4 ), 71-103. SID. https://sid.ir/paper/660614/en

Vancouver: Copy

ROJUEE MORTEZA. Conceptualizing Strategic Market Orientation and Its Relationship with Performance in Iranian Insurance Industry. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH)[Internet]. 2020;34(4 ):71-103. Available from: https://sid.ir/paper/660614/en

IEEE: Copy

MORTEZA ROJUEE, “Conceptualizing Strategic Market Orientation and Its Relationship with Performance in Iranian Insurance Industry,” IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), vol. 34, no. 4 , pp. 71–103, 2020, [Online]. Available: https://sid.ir/paper/660614/en

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