Factores que afectan la explicación educativa del desempeño de la red de

ventas en la industria de seguros iraní

Meta-synthesis of factors affecting the explanation of sales network performance in the

Iranian insurance industry

Hashem Daghighi Asli

, Kambiz Shahroodi

, Seyed Mozaffar Mirbarg Kar

Yalda Rahmati

Islamic Azad University, Rasht, Iran

1234

Orcid ID: https://orcid.org/0000-0002-7308-1358

Orcid ID: https://orcid.org/0000-0001-6392-2799

Orcid ID: https://orcid.org/0000-0002-2179-9662

Orcid ID: https://orcid.org/0000-0002-4270-7165

Recibido: 19 de abril de 2020 Aceptado: 10 de octubre de 2020

Resumen

El objetivo de este estudio fue la meta-síntesis de factores que afectan la explicación del

desempeño de la red de ventas en la industria de seguros iraní. El método de esta investigación

utilizando la teoría de datos, que es una de las mejores estrategias de investigación, a través de

la cual; La teoría se basa en los conceptos principales de los datos. En este sentido, el método

meta-combinado se ha utilizado sistemáticamente para recopilar y revisar estudios previos y el

método de base de datos para proporcionar un modelo teórico. En la primera etapa, al integrar

estrategias de búsqueda automática y manual, se cubren 25 artículos de investigación

relacionados publicados en el alcance del desempeño de la red de ventas en la industria de

seguros en el período 2009 a 2018 para artículos en inglés y de 2011 a 2018 para artículos

persas. En la etapa final, luego de implementar los pasos propuestos por Glaser y Strauss, se

presenta el modelo teórico propuesto. Los hallazgos de la investigación obtenidos de la primera

etapa han mostrado que los factores psicológicos y conductuales tienen la mayor frecuencia en

estudios previos y han prestado mayor atención, lo que de hecho enfoca estudios en el

empoderamiento de los recursos humanos activos en la industria aseguradora. De acuerdo con

los resultados factores individuales relacionados con los representantes y factores relacionados

con la organización de los representantes, condiciones centrales que incluyen: desempeño del

agente de seguros, condiciones estratégicas que incluyen: factores relacionados con el seguro

central, condiciones del contexto predominante incluidas.

Palabras clave: Economía, servicios, seguros de vida, red de ventas, Irán

Corresponding Author: E-mail: K_shahroodi@yahoo.com

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Apuntes Universitarios, 2021: 11(1), enero-marzo

ISSN: 2304-0335 DOI: https://doi.org/10.17162/au.v11i1.576

apuntesuniversitarios.upeu.edu.pe

Abstract

The aim of this study was Meta-synthesis of factors affecting the explanation of sales network

performance in the Iranian insurance industry. The method of this research using the data

theory, which is one of the best research strategies, through which; Theory is based on the main

concepts of the data. In this regard, the meta-combined method has been systematically used

to collect and review previous studies and the foundation data method to provide a theoretical

model. In the first stage, by integrating automatic and manual search strategies, 25 related

research articles published in the scope of sales network performance in the insurance industry

in the period 2009 to 2018 is covered for English articles and 2011 to 2018 for Persian articles.

In the final stage, after implementing the proposed steps of Glaser and Strauss, the proposed

theoretical model is presented. The results of the research obtained from the first stage have

shown that psychological and behavioral factors have the highest frequency in previous studies

and have paid the most attention, which in fact focuses studies on empowering human resources

active in the insurance industry. According to the results individual factors related to

representatives and factors related to the organization of representatives, central conditions

including: performance of insurance agent, strategic conditions including: factors related to

central insurance, prevailing context conditions included.

Keywords: Economy, services, life insurance, sales network, Iran

Introduction

Today, the service industry has a fundamental and important role in the economic

development of countries and in the meantime, the important role of the insurance industry is

not hidden from anyone (Di Giorgio et al, 2019). The importance of this industry is doubled

because it can be introduced as one of the major economic institutions; rather, due to the

supporting role that this industry plays for other industries, it introduced it as one of the symbols

of developed countries (Sadat and Shafiee, 2016). Also, the insurance industry is one of the

most important economic institutions and is considered one of the strongest support institutions

for other economic institutions and households (Asadi and Hedayati, 2019). In fact, insurance

companies are businesses that, like any other business, must make a profit for survival and

development and making a profit depends on attracting and retaining customers and creating

capable sales networks (Huang et al., 2016).

Due to the nature of the insurance industry, which covers the losses arising from the

economic and development activities of society, causes a rapid movement of development in

society (Ismailpour and Qasemnejad, 2018). And while; The annual reports of the Central

Insurance of the Islamic Republic of Iran, as an institution supervising the insurance industry,

show the declining profitability of the insurance industry in the mentioned fields. According to

the same statistics, from 2008 to the end of 2017, the loss ratio of the third field was 97% on

average. It is worth noting that the effect of administrative costs and fees paid by insurance

companies is not included in this ratio. In health insurance, which has a significant share of the

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portfolio of insurance companies, the average loss ratio during the years 2007 to the end of

2017, excluding administrative costs and fees, has been reported 107 percent. These two

disciplines account for the major share of claims paid by insurance companies. Published

information of insurance companies indicates the weakness of appropriate decision-making in

this area. Continuation of this trend can cause serious problems for insurance companies, which

account for about 2.5% of GDP (Khashei and Saboor, 2019).

The low rate of insurance penetration in Iran has various reasons, from popular culture

and their lack of belief in insurance to the weakness of insurance companies in increasing this

rate. Today, empowerment is considered as one of the useful tools to improve the quality of

employees as well as sales representatives of the insurance industry and increase organizational

effectiveness (Abbasi et al., 2016). Studies show that; incredibly, the impact of empowerment

on organizations over the past decade has been noted by researchers and scientists (Voegtlin,

2015) the insurance industry is also one of the industries that has not escaped attention

(MeskinNawaz et al., 2017). The insurance sales and marketing system consists of all

executives (employees in insurance branches, brokers, agents), staff, infrastructure and

software and hardware which should be managed according to a purposeful planning and based

on marketing and sales skills (Shafei and Fathi, 2018). Insurance companies are increasingly

increasing their representations to gain more share of the target market. Therefore, the level of

ability of agencies in profitability is very decisive (MeskinNawaz et al., 2017).

In this regard, first of all, it is necessary to identify the factors affecting the performance

of the sales network in the insurance industry in order to empower targeted agents. Because the

study of statistics and performance of insurance industry sales network representatives shows

that; almost all agents are not able to achieve these quantitative goals due to the goals set by

the marketing and oversight unit of the insurance sales network. Another part of the

representatives is not as satisfactory as it should be in relation to the market potential.

Therefore, the sales of all types of insurance policies of these agents are very low or relatively

low. Therefore, the present study seeks to answer the main question that; what factors

determine the performance of the sales network in the insurance industry?

Theoretical foundations and literature

Insurance sales in the country are done in two ways: 1- Direct; 2- Indirect. In the direct

method, the insurance company directly sells the insurance policy and marketing and selling

through headquarters units and provincial and city branches. In the indirect method, the

insurance policy is sold through the sales network. The pillars of the sales network are: Brokers

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who operate with a license and under the supervision of Central Insurance and while providing

advice to the community and insurers are able to cooperate with all companies and sell

insurance policies (Taebi and Rezvani, 2016).

It is necessary to mention the representatives and marketers in each area operate under

the supervision of the company's branches in that area. Insurance is sold by the sales network,

examination of his condition is extremely important and it should be done in such a way that

marketing programs are included in this group and by recognizing their problems and resolving

conflicts in the interests of the insurance company and the sales network, it is possible to try to

enlarge the insurance influence network and create double motivation in the sales network and

as a result promote the position of the insurance industry (Taebi and Rezvani, 2016).

In recent decades, increasing the penetration rate of insurance in Iran has been

considered in the country. There are definitely a number of factors involved in increasing this

index but in the meantime, the role of representatives as the executive arms of insurance

companies and those who are at the forefront of sales and interaction with the customer is very

important and for this reason, attracting the right sales force has always been one of the main

concerns of the insurance industry and consequently insurance companies. Previous studies

show; Personal characteristics of the sales force, which include characteristics such as personal

motivation, self-esteem, ability to manage relationships and efficiency, are of significant

importance in advancing the goals of companies (Nouri and Akbari, 2019). As the results of

Taebi and Rezvani (2016) showed that; Factors such as manpower, sales outlets and agents

increase the influence of insurance and the capability of the insurance sales network.

Individual factors are also among the variables affecting the empowerment of the

insurance sales network. In 2019, Dinser et al. examined the relationship between the level of

education of bank staff and their profitability; they studied information on 15 banks operating

in Turkey from 2002 to 2006 and their resultss confirmed the relationship between staff

education and bank profitability, these results indicate that; Turkish banks should focus more

on attracting postgraduate and doctoral graduates when recruiting staff. The main reason for

this is that; this group of staff is more capable than others due to the skills acquired during their

studies at the university. Another important point is that; Banks do not have to spend a lot of

money to increase the capacity of their staff in the workplace because these personnel have

already acquired the required competencies during university. So, banks should instead focus

on their payroll policies in order to attract university graduates to higher levels (Hasan Dinçer,

et al., 2019).

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Sales network position in insurance companies

The position of the sales network in an industry depends to a large extent on the general

approach of marketing activities in that industry, that is, it is the general marketing strategies

of the industry that shape marketing practices. Therefore, knowing these general approaches

can help design effective marketing systems (Groza et al, 2016).

One of the courses that the world insurance industry has experienced is the product-

oriented course. During this period, insurance companies invented insurance plans to their

liking and offered them to the people, hoping that the people would buy them. Another period

was the sales-oriented period, in which insurance companies hired a group of marketers to sell

their insurance products. The third period was the period of customer orientation, in which

insurance companies designed insurance policies based on the needs of the community and the

fourth period was the market-oriented period in which the insurance industry with risk

management tools tries to analyze the risks of insurers and produce insurance policies

accordingly (Groza et al, 2016).

Despite going through the various stages above, in general, offering and providing

insurance services like any other service in terms of its features is always more difficult than

offering physical products and goods. It can be said that buying insurance requires a cultural

background of insurance in the buyer to sell insurance. The buyer does not buy the insurance

product until he knows it, that is, the primary and main task of the seller is to introduce the

desired insurance to the buyer (Ismailpour, 2018).

Insurance sales network work is an infrastructure activity because it usually deals with

people who do not have accurate and complete information about insurance services and to

meet their insurance needs, they must be justified by this network. Insurance buyers need to

know how to use it and what rights they get through this purchase and what responsibilities

they take on and since this information must be provided by a representative, broker or

insurance company, it is obvious that the seller must be sufficiently aware (Heikli, 2017).

Insurance agents and brokers and their marketers form the sales network of the insurance

industry and in fact, the executive arms of insurance companies are for sale. The ability and

growth of the sales network leads to sales progress in terms of quantity and quality, and its

weakness will cause disturbances in the supply of insurance (Heikli, 2017).

Acquiring a customer alone will not be satisfying for an insurance company, in fact,

with the sale of insurance, the work of the sales network begins and maintaining the customer

and providing appropriate services in case of damage is the next step in the development of the

monopoly market by insurance companies.

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Table 1

Summary of research and models for evaluating the performance of

the insurance industry sales network

Model search

Title

Researcher

Insure Tech Innovation is a

single market analysis based

on Twitter data and

a case

study

Investigating the characteristics and

evolutionary capabilities of Insure tech

innovations to understand the value of

insurance in a digital world

Stockley et al.

(2018)

Two-step approach

(evaluation of technical and

scale performance(

Efficiency and productivity in private sector

health insurers in Australia

Nguyen

Worthington

(2018)

Dynamic two-stage dynamic

data network (DEF) data

analysis model with transfer

variables based on dynamic

slack with network structure

Modeling investments in the dynamic

network performance of insurance

companies

Cauro et al. (2018)

Quasi-experimental design

model and control group

Forming a sales team: The right team

members help the performance

Garrett and

Gupalakrishna

(2017)

Fragility perspective - focus

Concentration and financial stability in the

liability-property insurance sector: Global

evidence

Altontas and Bruch

(2017)

Combined MCDM model

Financial modeling and planning

improvement for the life insurance industry

using vast

knowledge based on the

combined MCDM model

Shen et al. (2017)

Survey model

The Impact of Sales Strategies on the

Financial Performance of Insurance

Companies

Maroufi et al.

(2017)

Descriptive survey plan

Motivational strategies and sales force

performance in the insurance industry in

Kenya

Onyango (2017)

Artificial neural networks and

linear regression

Modeling and Evaluating Customer

Loyalty Using Neural Networks: Evidence

from Startup Insurance Companies

Ansari and Riyasi

(2016)

Descriptive survey plan

Relating Thinking Styles to Sales

Performance: The Importance of Creativity

and Mental Knowledge

Grozza et al. (2016)

Descriptive survey plan

Determinants of profitability of non-life

insurance companies

Dare (2016)

Exploratory and using

secondary research and

primary data

Factors Affecting Life Insurance

Absorption Rates: A Comparison Between

Malaysia and Japan «

Vijaranti and

Ramsay (2016)

Analytical study

Relationship between Financial Planning

and Life Insurance Consultants, Puneh,

Maharashtra, India

Disai (2016)

Source: Researcher Studies

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Methodology

In the present study, the data theory of the foundation has been used, which is one of

the best research strategies, through which; Theory is based on the main concepts of the data.

This means that the process of theory formation in this strategy is the movement from whole

to part (Danaeifar et al., 2017). In this method, based on the proposed steps of Glaser and

Strauss, the following steps are performed.

First step: Select the research topic: In this research, an attempt has been made to

exploit a variety of signs and factors that can be useful and effective in identifying and defining

the problem, personal experiences, researcher observations at different levels of work and

management, as well as formal and informal reports of Central Insurance in the field of sales

network performance in the insurance industry have been used in line with the research topic.

Second step: obtaining research goals: Glaser and Strauss (1967) have identified five

main goals or applications for a foundation data research: Assess the validity of previous

evidence, generalize based on experience, determine a unit of measurement for a single case

study, verify the validity of existing theories, and generate a theory (theorizing) (Vaezi and

Azmandian, 2016, 63). In this research, the aim is to theorize in the field of sales network

performance in the insurance industry.

Third step: Select a group to study: In this research, based on the theoretical sampling

procedure, insurance industry experts including the sales network of the insurance industry that

have experience and higher education, technical and staff managers and major insurers have

been interviewed. Qualifications for the interview include having at least a master's degree or

at least 15 years of experience in the insurance industry. Therefore, after the review, 17 experts

have been considered for specialized interviews. The research data at this stage has an

exploratory aspect and completes and develops the researcher's observations.

Fourth step: Research data collection: In this section, a semi-structured questionnaire

has been used to collect data. An iterative process that combines all of the existing research

literature on a particular topic into an answer to a particular research question that the main

purpose of this type of research method is to review, collect, summarize and evaluate evidence

about a specific area (Ahmad et al., 2018). This method is done in order to discover any

research gap in existing studies and in this way, a deeper insight and understanding of the

phenomenon under study can be provided (Antercalmsteiner et al., 2012). Keithham and

Chartres (2007) have shown that; this type of review research should consist of three stages,

including planning, conducting, and reporting and each step has sub-elements, including: (1)

Step 1: Formulate the research question; (2) Step 2: Systematic review of texts; (3) Step 3:

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Search and select appropriate articles; (4) Step 4: Extract textual information; (5) Step 5:

Analysis and integration of qualitative results; And (6) Step 6: Quality Control. In this step,

automatic search using keywords using string software for English sources was used and

Noormags and Magiran for Persian sources 220 related research articles published in the field

of sales network performance in the insurance industry in the period 2009 to 2018 for English

articles and 2011 to 2018 for Persian articles are covered. Duplicate studies were performed

using Mendeley software and finally the number of output articles in this section was 51

articles. Research is graded based on the 50-point Critical Assessment Skills Program Scale

and researches with a score of less than 30 were eliminated and finally 25 suitable articles were

identified.

Table 2

Criteria for inclusion and exclusion of scientific resources

Criteria for inclusion (selection) of

scientific resources

Available in full text.

English articles have been published for Persian articles in

the period between 2009 to 2018 and 2011 to 2018.

Be in Persian and English.

Be in the field of sales network performance in the

insurance industry.

Criteria for exclusion (deletion) of

scientific resources

Research with similar titles

Outside the set time frame

Lack of access to the full text of the article

Step 5: Open coding and axial coding of the collected data

In order to analyze the interviews, we first “open coded” each interview. We then

categorize the extracted code into categories of "concepts" that have more general and abstract

meanings than open source. Each of these concepts can be grouped into larger (more abstract)

groups called “categories.” Therefore, after conceptualizing open source, the extracted

concepts are categorized. It is necessary to mention; According to the procedure adopted in the

data research method of the foundation, the mentioned categories of concepts and categories

gradually become more coherent and complete by increasing the number of interviews and

comparing the “continuous assessment” of previous results.

Step 6: Selective data encoding

The third step in coding is selective coding. At this stage, the researcher develops a

theory among the categories obtained in the axial coding model.

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Step 7: Theorizing (producing theory)

Results

The study of research results begins with the fourth stage of data foundation theory

(collection of research data) in this research, a system Meta-synthesis method has been used,

the output of which is as described in Figure 1.

Fig 1

Collection of research data

The output of this table is the basis for designing a semi-structured interview text. In

total interviews, the key point is marked with marker codes. These points are conceptualized

in the form of abstract concepts. Explaining and establishing connections between concepts

has shaped them into categories. Interviews are recorded between 40 and 100 minutes. The

results of the analysis of the interviews (Steps 5 and 6 of the Foundation Data Theory) are

shown in Table 3.

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Table 3

Integration of open coding, axial coding and selective coding steps

Main categories

(Selective coding)

Subcategories

(Axial coding)

Open source (open source)

Individual factors

related to

representatives

Individual

characteristics

Appearance / Having insurance knowledge /

Representative technical ability / Representative scientific

ability / Representative technical knowledge

Factors related to the

organization of

representatives

Organizational

characteristics

Appropriate database of insurance policies /

Organizational status of the representative / Office location

/ Appearance of the office / How to arrange the office /

Appropriate archive

customer relation

management

Timely advice to the customer / Accompanying the insurer

/ Providing better customer service / The amount of time

spent with the customer /

Characteristics of

human resources

Having the right marketers / Having the best marketers /

Up-to-date knowledge of marketers / General knowledge

of the seller / Technical knowledge of the seller's

insurances

Marketing structure

Giving continuous training to marketers / amount of

advertising / type of advertising / theory and marketing of

market share/Advertising effectiveness / Creating a

marketing clinic

Insurance agent

performance

Representative

financial

performance

Amount of loss ratio / Portfolio amount / Portfolio

attraction / Timely payment of installments / Debt of non-

representative / Timely receipt of receivables /

Representative

service performance

Renewal of previous insurance policies / Having work

order / Renewal of insurance policy / Insurers 'satisfaction

/ Customer loyalty / Customer orientation / Insurers'

feedback / Customer Feedback

Representative

communication

function

Business relationship between the insurer and the

representative / how the

technical managers of the

companies interact

Factors related to the

insurance company

Characteristics of the

insurance company

Wealth of the company / Technical knowledge of

managers / Knowledge of people from the insurance

company / Establishment of sales organization in the

insurance company / Use of sales network

Environmental features

Economic factors

Economic environment / economic issues / inflation /

economic recession

Political factors

Political environment / political issues / government

policies / taxes

cultural factors

Accompanying top managers and representatives with

sales organization / cultural issues / insurance penetration

in society / increasing insurance culture

social factors

Social environment / social issues

Legal factors

Legal issues and legislation of the country

Sales network

performance

evaluation

performance evaluation

However, the results related to the function of the tail of the “axial coding” stage or the

“axial coding paradigm” in which 13 categories emerged during the research (Table 4-41) in

the form of defined categories or categories and the recommended foundation data method is

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organized around a core category to explain the performance of the sales network in the

insurance industry. These categories are described in Figure 1.

Fig 2

Sales network in the Iranian insurance industry model

Discussion

In explaining the research results in the first part and examining the causal conditions,

the low sales of agents can be attributed to their individual and organizational factors. At the

individual level, most delegates seem to have low morale and motivation to continue. Since

these two factors are the main motivator for starting and taking any action, including marketing

and selling insurance, therefore, a large part of the promotion and training program for sales

network representatives should be designed and compiled with an emphasis on these factors.

On the other hand, most agents do not have the skills, techniques and techniques to market and

Strategic

conditions

Factors related

to central

insurance

Terms and

results

Sales network

performance in

the insurance

industry

Interfering

conditions

Environmental

factors

Prevailing field

conditions

Factors related

to the insurance

company

Axial

conditions

Insurance

agent

performance

Causal

conditions

Individual

factors related to

representatives

Factors related

to the

organization of

representatives

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sell insurance (Daare, 2016). Some of the shortcomings are related to technical and specialized

knowledge related to different types of insurance fields (Residential, commercial and industrial

fire insurance; liability insurance; engineering insurance; complementary health insurance;

third party and body insurance; life and group and individual accident insurance, etc.) (Ayuso

et al, 2011). Therefore, it is necessary to prepare and compile another part of the development

and promotion programs of the representatives with emphasis on these structures. Regarding

the relationship between the structural and organizational characteristics of the agents and the

sales performance statistics of their insurance policies, it should be noted that; In recent years,

due to the intensification between insurance companies and insurance agents, the impact of

organizational factors such as office space and appearance, Preparing and compiling programs

in order to collect data related to insurers, manage relations with insurers, establish long-term

relationships with insurers and effective advertising, the ability to plan and set goals etc., on

the performance of agents has become inevitable. As a result, a significant portion of the sales

network capacity development and enhancement program should be designed and developed

with an emphasis on these parameters (Ismailpour, 2018).

But in the pivotal description and how the insurance agent works, the research results

have shown that; Psychological and behavioral factors have been the most common in previous

studies and have received the most attention. In fact, the study focuses on empowering human

resources active in the insurance sales industry (Saburabani, 2019). In explaining these results,

it can be stated that; Insurers act by empowering employees and related sales representatives

to encourage them to take action without pressure, to respect the collective interests of the

organization with minimal oversight, and to perform their duties as owners of the organization

(Altuntas, 2017).

Empowerment enables insurance industry resellers to have greater resilience and

flexibility in the face of problems and threats. Therefore, it can be useful as a source to prevent

their vulnerability and sow the seeds of hope in them in critical situations, including the

destruction of financial capital and the loss of human life. The results of the study are in line

with the results of Meskin-Nawaz and Ghorbani (2017). Efficient and capable human resources

are the most valuable assets and the main competitive advantage of an organization. As other

depleted resources and technologies become obsolete rapidly in the current challenging

environment, human resource empowerment can be a superior option to ensure the survival of

the organization and keep it leading. Safari and Moradi (2017) have also confirmed that; In

today's society, the sales representative of the insurance industry must have full scientific and

personal capabilities and today's society cannot accept a representative who just in his office

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waiting for people to pass in front of the office door in the hope that someone enters the office

as an insurer and buys insurance. According to research results, psychological empowerment

is a priority. This article also confirms the results of Garrett and Gopalakrishna (2017) to form

a sales team; the right team members help the performance to have a high level of psychological

ability.

In explaining the intervening conditions, environmental factors, it can be stated that;

identifying the market, identifying its diverse needs, and identifying customers are all part of

basic marketing skills. In the past, due to the limited number of insurance companies, the job

of an agent was considered a lucrative business because after a while, the seller will have a

reliable base of customers and business was cumulative in nature that is, the seller, while

enjoying the existing customers, if he succeeds in attracting new customers, he will benefit

from the accumulated incomes of the previous years in addition to the present incomes. For

this reason, many applicants for insurance sales often describe this activity as low-cost and

high-income (Khodadahosseini et al, 2011). However, operating in today's highly competitive

market requires the acquisition of individual and social competencies and skills for the

representative and his company. This may extend the life of an insured seller. Insurers are also

very aware of the past and due to the minimal cost of changing the provider of insurance

services, in different years they are easily transferred from one seller to another insurer.

Insurance managers in various disciplines develop executive instructions and directives

and operational strategies. Incorrect information about the situation of the insurance market in

different fields and sectors and lack of familiarity with the limitations and facilities of the

company's sales network, leads to the issuance of impractical orders and incorrect expectations

from the sales network and this will have many destructive effects on advancing the company's

market development goals (Groza et al, 2016). Operating in such an environment frustrates the

representative of the company's support in providing services; finally, the representative will

be inactive and limited to some compulsory insurance policies.

Conclusion

The limited marketing resources and technical capability of some insurance companies

have limited them to operating in a particular market segment or discipline, which reduces the

competitiveness of their agents. In particular, in areas where the insurance company's set of

proposals is not compatible with the local and economic conditions of the region, the result of

the representative's non-organizational activities and the provision of insurance policies to

active partners in other companies.

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The result will be a reduction in the sense of organizational belonging and belonging to

the parent company brand. Regarding non-compulsory insurance, the most important problem

in the market is the lack of a professional sales network. After years of private insurance, the

insurance industry has not yet been able to establish a proper structure and sales network for

professionals and specialists. The second challenge in this area is after-sales service, which in

the country's insurance industry is limited to the issue of compensation.

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