THE RELATIONSHIP OF NEUROMARKETING AND SALES FORCE COMMUNICATION SKILLS WITH CUSTOMER BEHAVIOR AT THE BANK INSURANCES OF TEHRAN

In the current situation of increasing competition in most industries, reaching the saturation stage, increasing international interactions, invasion of imported products and price pressures, the sales department is the front-line area confronting customers. The performance of the sales department staff has been brought into focus due to its importance and sensitivity. Considering the importance of this issue, identifying the relationship of neuromarketing and sales skills with customer behavior were regarded on behavioral performance and feedback of sales staff members in the form of a descriptive-correlational study at the bank insurance agencies of Tehran; accordingly, a conceptual framework was designed with three dimensions of neuromarketing, sales communication skills and customer behavior. Standard questionnaires in proportion to the research variables were distributed in the active agencies in Tehran and 290 questionnaires were eventually collected. The methods of mean, correlation and path analysis were used for data analysis. The results of data analysis indicated that the research hypotheses were accepted. In conclusion, some suggestions have been made for future researchers to improve research variables.

Key Words: Neuromarketing, sales skills, customer behavior, bank insurance