SURVEYING THE RELATIONSHIP BETWEEN ROLE DEFINITION AND PERFORMANCE ENHANCEMENT OF INSURANCE COMPANIES’ SALE NETWORKS IN ARDABIL PROVINCE

Abstract

The object of this study was to investigate how role definition within insurance companies based in Ardabil Province is related with the performance of sale networks of the companies. In the present study, role definition based on role ambiguity and conflict scales developed by House, Schuler and Levanoni was considered as independent variables, whereas performance enhancement of sale networks in insurance companies was considered as dependent variable as based on customers’ satisfaction scale and on policy selling rate. Furthermore, one main and four secondary hypotheses were developed based on the variables. Statistical sample of the study included 180 employees from sale network of insurance companies based in Ardabil Province, which were randomly selected from all 544 employees in sale network of insurance companies in the province. Questionnaires were used to collect the required data, while data analysis was accomplished by using Pearson Correlation Coefficient. Based on the results from data analysis, decreased role ambiguity and role conflict were positively and significantly related with increased customer satisfaction as well as increased policy selling. More specifically, relation between the decreased role ambiguity and increased customer satisfaction was the highest, whereas relation between the decreased role conflict and increased policy selling was found to be the lowest. Furthermore, main hypothesis of this study developed as the relation between role definition and performance enhancement of sale network of insurance companies based in Ardabil Province, had a positively significant relation with Pearson Correlation Coefficient (.471). Thus, based on results from the conducted tests, all of the study hypotheses including main and secondary ones were confirmed. In general, results from the study reveal the importance of variables such as decreased role ambiguity and role conflict on the performance enhancement of sale network of insurance companies in the province. Finally, the study provides evidences that decrease in these variables plays a key part in improving the performance of sale network in the insurance companies.