Designing an organizational entrepreneurship model effective on the financial performance of insurance companies with an emphasis on customer satisfaction (Case study: Parsian insurance company)

Today, several businesses across all industries strive to increase performance at a level suited to their activities to effectively operate their operations under the current competitive conditions. The examination of organizational entrepreneurship's key components and the discussion of it are two elements that might have an impact on an organization's success. Recent changes in the insurance business, including privatization, tariff liberalization in some insurance sectors, and allowing foreign insurance firms to participate in the nation, have made competition one of the primary foundations of the insurance market. As a result, insurance firms can no longer conduct business as usual in this industry, and they will fail if they do not work to establish a long-term competitive edge for themselves. Organizational entrepreneurship is a method for acquiring a competitive edge in the modern day. So, by considering the function of mediating customer happiness, this research has established an efficient organizational entrepreneurship model on financial performance. This study has a practical goal and qualitatively analyzes data. Based on the theme analysis, four major entrepreneurial factors—innovation, risk-taking, pioneering, and investment—were found. The investigated community includes Parsian Insurance Company offices in Tehran. The final conceptual model was created using the theme analysis technique, and experts accepted it based on Lawshe's validity assessment.