Presentation a pattern of customer confusion management in insurance services(Research Based on Grounded Theory)

Khalilzadeh Talatapeh, Masumeh; Nasehifar, Vahid; Ghobadi Lamuki, Tohfeh; Asghari Sarem, Ali

doi:10.22051/bmr.2021.36775.2180

Presentation a pattern of customer confusion management in insurance services(Research Based on Grounded Theory)

Document Type : Research Paper

Authors

¹ Department of management, Hamedan branch, Islamic Azad University, Hamedan, Iran.

² Associate Prof, Department of Management, Faculty of Management and Accounting,Allameh Tabatabai University,Tehran,Iran

³ Department of Management Hamedan branch, Islamic Azad University,Hamedan ,Iran.

⁴ Department of Management, Faculty of Management and Accounting, Bu- Ali Sina University,Hamedan,Iran.

10.22051/bmr.2021.36775.2180

Abstract

Given the importance of the insurance industry in the economies of developing countries,the multiplicity and diversity of insurance services and customer confusion,this study seeks to provide a model of customer confusion management that can provide and maintain the interests of customers and insurance companies and effective solution for trustees. It is to manage the confusion of customers in the life insurance industry of the country. Pattern design was performed using a qualitative approach and the data theorizing method of the foundation and purposeful sampling and snowball sampling were used to select research samples.After conducting a semi- structured interview with 21 organizational experts in the insurance and marketing industry, considering the adequacy of data and theoretical saturation during the open,axial and selective coding steps.a paradigm model of customer confusion management was designed.The results of data coding led to the identification of 17 main articles that were classified into 6 categories.In this model, customer confusion management isextracted as a central phenomenon and also causes and factors that cause this issue.Because customer orientation,marketing strategies and providing a complete package of high quality services regarding customer confusion management were presented and the cosequences were also expressed.

Therefore the results of this study can be identified,planned and provide solutions to resolve confusion and encourage customersto consciously welcome the focus of researchers,companies.goverment and policy makers.

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