Investigating the Effects of Market Orientation, Business Adoption, Technological Opportunity, and E-Commerce on the Efficiency and Performance of Insurance Companies in Tehran (Case Study: Saman Insurance)
Keywords:
Market trend, Technology opportunity, Adoption of business, E-commerce, Efficiency and performance, Saman InsuranceAbstract
The aim of this study is to investigate the effects of market orientation, technological opportunity, and the adoption of business and e-commerce on the efficiency and performance of Saman Insurance in Tehran. Seven hypotheses were formulated in the present research, and to analyze them, data collected from employees of Saman Insurance units in Tehran were utilized. Consumer behavior has been one of the most prominent topics of interest for marketing researchers in recent decades. The statistical population of this study consisted of employees of Saman Insurance branches in Tehran. For data collection, a standardized questionnaire containing 59 items was used. To assess the content validity, the questionnaire was reviewed and confirmed by academic advisors and faculty members of the management department. A total of 122 questionnaires were distributed among respondents, and the Cronbach's alpha coefficient was calculated at 0.877, indicating good reliability of the questionnaire items. Furthermore, convergent validity was employed to confirm construct validity. In the next stage, the formulated hypotheses were tested based on the proposed model. For this purpose, the software PLS 3 was used. Finally, model fit indices were presented, indicating a good model quality. The results revealed that market orientation significantly affects business performance, with e-business adoption mediating this effect. Moreover, technological opportunism was found to moderate the relationship between market orientation and business performance.
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Copyright (c) 2024 Fatemeh Azizi Ghasem Abadi; Hamid Taghi lo, Nader Sheikholeslami Kandelousi (Author)
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