تحليل العلاقة بين التوجه السوقي الثقافي و السلوكي و أثرهما في أداء شركات التأمين الأردنية و دور نظم المعلومات التسويقية

Abstract EN

The aim of the current research is revealing the relationship nature between Behavioral and Cultural Market Orientation, its impact on Performance of Jordanian Insurance Companies and the role of Marketing Information System.

The research depends on descriptive and analytical methodize and applies the practical method of analysis.

The study sample consists of workers in Jordanian Insurance Companies whom occupied General Manager, Vice General Manager and Assistant General Manager.

The results of the study reveal that there is a significant statistical impact of the relationship between behavioral & cultural market orientation on Performance of Jordanian Insurance Companies with regard to market share comparison with competitors at (α ≤ 0.05) level.

The results also indicate a significant statistical impact of behavioral & cultural market orientation together on Performance of Jordanian Insurance Companies under marketing information system at (α ≤ 0.05) level