In today's changing world, to have a growing movement, the organizations must not just develop their tangible and intangible resources and internal capabilities, but also they must react to changes more effectively by have a priority on the environment and strengthen their place among other competitors by increasing their competitive power. The main purpose of this study is to investigate the relationship between market orientation and economic performance and relationship orientation in Karafarin insurance. The statistical population consists of Karafarin Insurance Company. The statistical sample group consists of 384 customers and underwriters who have been selected using Krejcie and Morgan table. Data collection instruments include standard questionnaire which has been taken from customer relationship management inventory concerning the article by Leslie A. Kelly, et al., Narver & Slater's market orientation inventory (2014). In this study, to test hypotheses, inferential test including Spearman correlation coefficients, ANOVA and analysis of equations has been used. Findings of research indicated that there is a significant relationship between market orientation and economic performance, and there is a significant relationship between market orientation, economic performance and relationship orientation in Karafarin insurance.
کلید واژگان :market orientation, economic performance, relationship orientation, Karafarin insurance
ارزش ریالی : 1200000 ریال
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