Determining Priority Actions to Manage Deviant and Unethical Behaviors of Employees with the Aim of Improving Brand Value

Today, if the behavior and morals of the employees are inappropriate, negative and deviant, it will be a threat to reliable companies in terms of economy, credit and also the internal health of the organization, and this threat is when the company in question is a public and in a highly competitive market. Therefore, the aim of the article was to determine the priority actions for managing deviant and unethical behaviors in order to improve the value and position of Iran insurance brand as an economic institution and public service-provider in the competitive insurance industry. This article is a hybrid in terms of practical purpose and in terms of data collection. In this article, first of all, 51 different actions for managing deviant and unethical behaviors were counted using the meta-synthesis qualitative method; In the field section, in order to determine the basic actions among the identified actions, the survey forms were distributed equally among thirty senior managers Iran Insurance Co. in the three northern provinces of Guilan, Mazandaran and Golestan. After collecting the data and analyzing them with the Delphi-fuzzy technique and after reaching a consensus through 2 round-trip stages, 39 final actions were determined and coded by thematic analysis in four categories of structural and organizational action, improvement of job status, managerial and social, cultural and value. In the next step, a specialized questionnaire containing a matrix of paired comparisons was designed and distributed among insurance experts, and the hierarchical analysis method was used to prioritize actions according to financial and non-financial criteria of brand value and position. After collecting and analyzing the data with the help of Expert Choice software, the results showed that the structural and organizational improvement actions are the most prioritized actions in relation to the goal.