Investigating the effect of Empowering Personnel on Marketing Performance in Zanjan Insurance Branches in Complementary Therapeutic Insurance Branch Considering the Mediator of Motivational Drivers

The purpose of this study was to investigate the effect of staff empowerment on marketing performance in Zanjan Insurance Branches in Supplementary Health Insurance considering the mediating variable of motivational stimuli. The purpose of this study is applied and in terms of method, it is descriptive-analytical in correlation with survey approach. The statistical population of the study consisted of 174 people, employees, and managers of Zanjan Insurance Branches. A sample of 120 people was selected using Cochran formula and simple random method. Data collection tool was a localized questionnaire. Validity of the questionnaire was confirmed by content validity and factor analysis (KMO = 0.725) and their reliability was confirmed by reporting Cronbach's alpha coefficient (0.910). Descriptive and inferential statistical methods were used for data analysis. SPSS software was used for descriptive and inferential analysis. The results of the research using Pearson correlation coefficient and regression analysis show that according to the research hypotheses, educational empowerment, structural empowerment and psychological empowerment influenced marketing performance. On the other hand, empowering employees through motivational stimuli has an impact on marketing performance. Finally, according to the results of the research, practical suggestions are presented.