Marketing and Branding Research

The purpose of this study is to examine the relationship between sales forces’ personality traits and customer relationship management in Asia Insurance Company in the city of Isfahan. The statistical population of the current study includes sales forces of Asia Insurance Company in Isfahan which consists of 170 members. A sample of 120 employees was selected from this population based on the sampling table. To examine the personality traits of the sales forces in this population and measuring its dimensions, a standardized questionnaire of big five model came into use. This questionnaire was distributed among sample members and they were asked to answer the questions. To examine the validity of the questionnaire, the professors and researchers were asked to review and modify the questionnaire. The final version of the questionnaire was prepared after some modifications. Moreover, Cronbach’s Alpha Coefficient was used for examining and confirming reliability of the questionnaire. In order to analyze the research data and test the research hypotheses, structural equation modeling method was used in Amos 21. The results of the study revealed that there is a significant relationship between sales forces’ personality traits and customer relationship management.