Investigating the Impact of Organizational Strategy on Life Insurance Demand (Case study: Bushehr insurance companies)

Life insurance, like other insurances, is the answer to the worries and anxieties of the people of a society. The insurer's concern stems from unexpected events such as disability and death, or from changes in the family's income and economic conditions. In this type of insurance, the insurer can, depending on the condition of receiving the insurance benefits of the insurance (life or death of the insured), how to receive the benefits (lump sum or as a pension), the time of receiving the benefits and paying the premium, any insurance policy that answer his needs, buy. This study was conducted to investigate the effect of organizational strategy on life insurance demand in insurance companies in Bushehr province. In this study, research variables were evaluated by a questionnaire. The questionnaire was distributed among 136 sample people from the statistical population, which is all managers and experts of insurance companies in Bushehr province. The research method was descriptive-correlational. To answer the questions and test the research hypotheses with Smart-PLS software, the method of studying structural equations and path analysis using the partial least squares (PLS) method was used. The results indicate that all three organizational strategies (market penetration strategy, development strategy and product development strategy) have a significant effect on life insurance demand in insurance companies in Bushehr province. The results also showed that the product development strategy has the greatest impact on life insurance demand in insurance companies in Bushehr province.