The Market Orientation Model with the Approach of New Technologies and Social Responsibility (As an Ethical Component) In the Insurance Industry

Market orientation due to its function in social responsibility is often the key to developing various market-based organizational capabilities. The purpose of this study was to develop an appropriate model of market orientation with the approach of new technologies and social responsibility in the insurance industry.

The method of the present study was descriptive-survey-correlation. The statistical population included top, middle and executive managers in the insurance industry. Sampling was done by cluster random sampling and 345 people were estimated. In order to collect data, a researcher-made questionnaire was used. Descriptive tests, one-sample t-test and structural equation modeling using SPSS and Lisrel software were used to analyze the data.

The results showed that the dimensions of management, customer personality traits, financial support, knowledge and technology and analysis of market conditions have affected market orientation with the approach of new technologies and this undoubtedly has an impact on social responsibility and performance of insurance companies. It is positive and meaningful. Also, after examining the results of the structural model, the knowledge and technology dimension of market orientation with the approach of new technologies had the highest direct effect and the analysis of market conditions with the approach of new technologies had the least effect on the social responsibility of insurance companies.

The present study showed that there is undoubtedly a theoretical and theoretical relationship between the market orientation approach and social responsibility and firm performance.