Prediction of Customer Orientation and Entrepreneurship on Innovation and Performance with a Balanced Scorecard Approach: a Case Study in the Insurance Industry

The present study seeks to investigate the impact of customer orientation and entrepreneurship on innovation and performance with a balanced scorecard approach in the insurance industry and to explore the relationships between these variables using SEM. This study is an applied and descriptive-correlational study. The statistical population of this study consisted of 300 employees of an insurance company in Tehran province, 100 of whom were selected by random sampling. Content validity and construct validity were used to assess the validity of the questionnaire. Based on the results of structural equation modeling, the relationships between the variables of this study have been confirmed and the total reliability of the research variables was 0.91. According to the results, customer orientation and entrepreneurship affected innovation and performance; and innovation positively affected the performance of insurance companies. The findings of this study lead to a better understanding of marketing and entrepreneurship mechanisms that are an acceptable basis for increasing the level of performance of insurance companies.