Exploring the Relationship between Strategic Agility and the Components of Behavioral Intentions of Customers of Asia Insurance Company

This study was done to explore the impact of strategic agility on the behavioral intentions of customers in Asia Insurance Company. The study is a quantitative correlational research in terms of design, applied in terms of the purpose, and descriptive in terms of the observation and the amount of control on the variables, and survey and field study in terms of the nature and method. The statistical population consisted of 367 employees and experts of Asia Insurance Company in Khorasan Razavi Province, Iran. Using Cochran's formula, 188 employees were randomly selected for this study. The data collection tool was Ahmadzadeh's (2023) Standard Strategic Agility Questionnaire for and Zeithaml et al.'s (1996) Customers Behavioral Intentions Questionnaire. The construct validity of the questionnaires was evaluated and confirmed by confirmatory factor analysis and their reliability was evaluated and confirmed using the composite reliability coefficient. The inferential analysis of the data was done in line with the testing of the hypotheses through structural equations modeling and by using the maximum likelihood estimation method in AMOS. The results of indicated that the strategic agility of Asia Insurance Company impacted the customers’ intention to oral advertismet, intention to recommend the company to others, intention to be loyal to the company, intention to buy more from the company, and intention for paying more.