Investigating the relationship between sales manager's knowledge and brand promotion, performance and customer loyalty in insurance companies

The purpose of this reserch is the survey of effect of sale manager knowledge in developing brand, frontline employee performance, services performance and customer loyaltyin insurance firms. The importance of managers to the effective operation of the organizational frontline is without question. Retail managers are critical to the effective performance of a firm given their key role of implementing retailer strategy through the behaviors and attitudes that are instilled within frontline employees. Yet, empirical work in retailing rarely attempts to incorporate perspectives of both the store manager and frontline employee, as well as integrating customer-focused outcomes. This research is practical and descriptive-correlation and case study that did in insurance firms in 2022. To do this research a sample was chosen which includes 230 people of the experts and customers of insurance firms. In this research 4 hypothesis were set forth. To explore the research hypothesizes used the Likert Scale questionnaire 5 choice. After completing the research and doing descriptive and inferential statistic's tests, the research hypothesizes has been proved. Results show that (1) sale manager knowledge has significant positive effect in developing brand.(2) sale manager knowledge has significant positive effect in frontline employee performance.(3) sale manager knowledge has significant positive effect in services performance.(4) sale manager knowledge has significant positive effect in customer loyalty. This research is used to increase the income of insurance companies.