Designing a Marketing Pattern in Order to Increase the Profitability in Insurance Industry

Maryam Tabani

Central Insurance Company, Nomber 2 -Maryam Street- Jordan Aveniue, Tehran, Iran.

DOI : http://dx.doi.org/10.13005/bbra/2198

ABSTRACT: The insurance is a useful tool for the risk management in order to provide the peace and tranquility for people in society. The insurance companies and in total, the industry of insurance in each country, is amongst the most important active financial institutions in financial markets especially in an enterprise market that can play a very fundamental and determinant role in the motivation and dynamism of the financial markets and in providing the investment funds in economical acts in addition to providing the security of the economical acts which in this paper, a designation for an industrial marketing pattern is used in order to increase the profitability in insurance industry. The purpose of this investigation is to identify the effecting factors on increasing the profitability in industry of insurance. The statistical society of employees in an insurance company is including 400 people who had been chosen stochastically and in the next step, 131 samples is chosen using Kokran calculation method and the data analysis is done using SPSS software. Findings indicate that the marketing strategies are positively and meaningfully related to profitability in insurance industry and transformational leadership, organizing resources, and intensity of competition, have very moderating effects on this relation.

KEYWORDS: marketing pattern; profitability; insurance industry

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