Abstract:
The aim of this study is to investigate the effects of service marketing mix elements on sales
performance in the case of Oromia Insurance Company. To achieve the study objectives,
explanatory research design along with quantitative approach was applied this research aims to
investigate the influence of services marketing mix elements on sales performance within the
oromiya insurance company. The study was focus on understanding how strategic components
such as product, price, place, promotion, people, process, and physical evidence collectively
contribute to the overall sales effectiveness in the insurance sector.. Through a comprehensive
investigation, this study aim to provide valuable insight in to optimizing the marketing mix for
enhanced sale performance in insurance company to achieve the study objectives, explanatory
research design along with quantitative approach was applied. A sample of 263 employees of
Oromia Insurance Company was selected through stratified random sampling method. Survey
questionnaire was used to collect primary data and a total of 244 valid responses were obtained
for analysis. SPSS version 20.0 was used to process quantitative data. Both descriptive and
inferential analyses were used to attain the intended objectives. The results of regression
analysis, showed that all the seven dimensions of service marketing mix elements namely
product, price, place, promotion, people, process and physical evidence had positive and
significant effect on sales performance of Oromia insurance company in Addis Ababa. Therefore,
the results of this study revealed that service marketing mix elements have positive and
statistically significant effect on sales performance of Oromia insurance company. Thus, it can
be recommended that the organization should work on its service marketing mix elements in
order to improve its sales performance.
