Investigating and identifying the effects of sales strategy on insurance industry performance

Insurance industry environment has turned more competitive in Iran within the recent decade. In this new era, it would be helpful to understand the insurance status in the minds of customers compared to that of the rivals so as to contrive more effective marketing programs. Insurance industry is considered among most pivotal sectors in any economic system. Insurance system ought to have an efficient and effective performance for its economic financing. This study aims to recognize the impact of insurance sales and marketing strategies on the insurance sales performance; meanwhile, it tries to survey the moderating effects of internal and external environments in addition to the prerequisite grounds for devising insurance strategy. The present research is of the mixed type, i.e. a combination of qualitative and quantitative researches. The population is composed of managers and authorities throughout Iran’s insurance industry. The research data of the qualitative part of study were collected from ۱۴ people and those of the quantitative one from ۵۸ people from among the insurance experts. The findings of the study indicate that sales and marketing strategies are positively and significantly related to the insurance sales performance.

کلیدواژه ها:

Insurance ، Marketing Strategy ، Insurance Marketing Environment