Investigating the impact of organizational identity on organizational and customer performance in the insurance industry (Case study: Saman Insurance Company)

The main purpose of this study is to examine the effect of corporate identity on organizational performance and customer orientation in the insurance industry (case study: SAMAN Insurance Company). The main variables of research are corporate identity, organizational performance and customer orientation. The statistical population of the study is all employees of SAMAN Insurance Company with about 650 people. Convenience sampling is adopted foe selecting samples in current study. In the present study, adopted and adapted questionnaires were used to collect information. The content validity of the questionnaires has been confirmed by experts and supervisors. The reliability of the questionnaire was estimated to be 0.86 based on Cronbach's alpha coefficient. . To analyze the findings, structural equation modeling method with SmartPLS 2 and SPSS software 25 were used. The results of the research displayed that corporate identity has a positive and significant effect on organizational performance and customers' orientation.