Performance Effects of Market Orientation and the Mediating Role of Innovation of Service Process in Insurance Industry: Case Study of Dana Insurance Company

Achievement of large organizations in the competitive environment first requires sustained and long-term competitive advantage. such benefit acquisition and utilization depends on market oriented attitude and innovation of service process. this approach makes efforts in developing and dissemination of organizational performance and provides the opportunity for valuable service delivering to customers and benefiting their satisfaction. in this regard, the present research studied the effect of mediating role of innovation of service process in the relation between market orientation and organizational performance. this study is analyzed based on individual and all dana insurance company agents including about 2000 individuals, throughout the country, are regarded as statistical population. research statistical participants consisted of 325 agents who were selected through clustering sampling method. data collected through using a questionnaire (by content validity; factor analysis and validity by measuring cronbach alpha coefficient). data analyzed and research hypotheses were tested using structural equations method. results showed that market orientation has a positive, significant effect on innovation of service process and organizational performance; moreover, mediating role of innovation of service process was maintained between market orientation and organizational performance variables.