Investigating the Relationship between Promotion Mix and Marketing Performance Criteria from the Viewpoint of Insurance Company Employees

The objective of this study was to investigate the relationship between promotion mix and marketing performance criteria from the viewpoint of insurance company employees. The present study is applied in terms of objective and correlational in terms of the relationship between the variables. The statistical population of the present study consisted of 250 employees of Iran insurance companies of Urmia city who were working in this organization in 2014. The sampling method in the present study was simple random sampling. To determine the sample size, Krejcie and Morgan table were used and 204 people were selected. Given the type of information required in this research, two methods of document review and field survey were used to collect the data. The data were collected through a questionnaire. To determine the validity of the present study, a questionnaire was submitted to the supervisor, advisor, and three management professors. Finally, the validity of the questionnaires was confirmed by them. Cronbach's alpha method was used to assess the reliability of the questionnaires. SPSS software was used to measure the effect of variables. Amos Version 21 Software was used to perform structural equation modeling. The results showed that there was no significant relationship between the variables of sales promotion and marketing performance criteria. Also, there was no significant relationship between public relations variable and marketing performance criteria. There was a significant relationship between commercial advertisement variables and marketing performance criteria. Finally, there was a significant relationship between the in-person sales variable and the marketing performance criteria.