Document Type : Original Article (Quantified)
Authors
Department of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
The purpose of this research is to explain and validate the coordination model of the marketing and sales department in the insurance industry in Iran. The present research is practical in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors, and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Data analysis was done using SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. . In order to ensure the achievement of the goals, managers must meet the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy (synergy) in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales. In the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as Pay attention to upstream documents, market conditions (market stakeholders), legal conditions and competitive conditions.
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