الگوی عوامل مؤثر بر رویگردانی مشتریان در صنعت بیمه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار دانشگاه الزهرا، دانشکده علوم اجتماعی و اقتصاد، گروه مدیریت

2 دانشجوی دکتری مدیریت فناوری اطلاعات، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، تهران، ایران.

چکیده

شرکت‌ها و سازمان‌ها می‌دانند که حفظ مشتریان به سودآوری بیش‌تر می‌انجامد و از سوی دیگر، افزایش رقابت، نرخ رویگردانی مشتریان را افزایش می‌دهد. از این رو، مطالعه عوامل مؤثر بر تمایل به رویگردانی مشتریان، هم برای پژوهشگران و هم شاغلان کسب‌وکارها اهمیت دارد. این پژوهش نیز مطالعه عوامل مؤثر بر رویگردانی مشتریان را در شرکت بیمه هدف گرفته تا مشخص شود چه عواملی و با چه شدتی سبب ریزش مشتری می‌شود. بدین منظور، ابتدا با مطالعه ادبیات، به استخراج عوامل کیفیت خدمات ارائه‌شده، تناسب قیمت، رضایت مشتری، وفاداری مشتری، هزینه­ی و رویگردانی مشتری پرداخته شده که بر مبنای آن­ها مدل معادلات ساختاری شکل گرفته است. تجزیه‌وتحلیل مدل مبتنی بر روش حداقل مربعات جزیی نشان می‌دهد عوامل مختلف بازاریابی رابطه­ای شامل کیفیت خدمات ارائه‌شده، تناسب قیمت و وفاداری، بر تمایل به رویگردانی تأثیر دارد. نتایج این پژوهش، بینش مفیدی برای بیمه‌گذاران، سیاست­گذاران و پژوهشگران بازاریابی در شرکت بیمه فراهم می‌کند تا با درک عوامل مؤثر بر رویگردانی مشتریان، بتوانند رویگردانی مشتریان را کاهش دهند.

کلیدواژه‌ها

عنوان مقاله [English]

Developing an Understanding of Effective Factors Influencing on Customers Switching in Insurance Industry

نویسندگان [English]

  • Neda Abdolvand 1
  • Hamed Heidari 2
1 Assistant Professor, Al-Zahra University, Faculty of Social Sciences and Economics, Department of Management
2 Student of Ph.D. in Information Technology Management, Islamic Azad University, Science and Research Branch of Tehran, Tehran, Iran.
چکیده [English]

Corporations and organizations know that customer retention results in more profits. Moreover, an increase in competition leads to higher churn rate. So, the study of factors which affect customer switching intention is important both for researchers and practitioners of this field. The present research focuses on the study of effective factors on customers switching in insurance industry to determine which factors decrease lost customers and to what extent. First, factors such as service quality, appropriate prices, customer satisfaction, customer loyalty, switching cost and customers switching have been extracted through a review of literature, and based on these factors, a structural equation model has been developed. The analysis of the model, which based on partial list square method, shows that different factors of relation marketing, that is the offered service quality, price and loyalty affect the switching intention. The results of this research provides useful insight for insurers, policy holders and marketing researchers in insurance industry, so they can reduce customers churn by realizing the factors that affect customers switching.

کلیدواژه‌ها [English]

  • Switching intention
  • Switching cost
  • Service quality satisfaction
  • Loyalty and appropriate prices

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