Exploring the effect of customer orientation on Dana insurance performance considering the intermediary role of customer relations and service quality management

The aim of the present research was to explore the effect of customer orientation on Dana Insurance Company's performance with a focus on the intermediary role of managing customer relations and services quality. To this end, 180 Dana insurance representatives in Tehran, Iran were randomly sampled. As an applied study in terms of its goal, this research is carried out in a cross-sectional descriptive-survey design. The information was collected through literature review and a questionnaire with 55 items which was validated through expert panel. The reliability of the questionnaire was approved at 0.986 probability level as calculated using Cronbach's Alpha measure. Data analysis was performed at two descriptive and interpretative statistical levels using SPSS software program. The results from regression analysis indicated that customer orientation of Dana insurance company has a significant positive effect on marketing performance, financial performance, and organizational performance. In addition, customer orientation has a significant positive effect on Dana Insurance company's customer relationship management and service quality.