واکاوی نقش استراتژی‌های بازاریابی رابطه‌ای بیمه بر ادراک مشتری از کیفیت خدمات‌ و حق‌شناسی وی

نوع مقاله : پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت، حسابداری، دانشگاه یزد، یزد، ایران

2 کارشناس ارشد مدیریت بازرگانی- مالی، پردیس آزادی دانشگاه یزد، یزد، ایران

3 کاندیدای دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران

چکیده

امروزه، بیمه یک ابزار اقتصادی، تبدیل به یک صنعت عمده در کشور شده است که در طبقه­های مختلفی از جامعه خدمات ارائه می­دهد. علاوه‌بر این، بیمه نقش مهمی را در تقویت قدرت اقتصادی جامعه، فراهم نمودن امنیت و اعتماد به نفس در سطح جامعه و همچنین گسترش فعالیت­های تولید و خدمات ایفا می­کند. در این پژوهش فرض بر این است تأثیر استراتژی­های بازاریابی رابطه­ای بر ادراک­ مشتریان از کیفیت خدمات و حق‌شناسی آنان در شرکت­های بیمه خصوصی مورد بررسی قرار گیرد. این مطالعه از لحاظ هدف کاربردی و از نوع توصیفی و با روش پیمایشی انجام شده است. جامعه آماری این پژوهش شامل 389 نفر از مشتریان شرکت­های بیمه خصوصی تهران است که با روش نمونه­گیری تصادفی انتخاب گردیده­اند. جهت جمع‌آوری داده‌ها از پرسشنامه استفاده شد. برای تجزیه‌وتحلیل داده­های پژوهش از مدل‌سازی معادلات ساختاری بر اساس نرم­افزار لیزرل­ استفاده شد. بر اساس یافته­های پژوهش، بین متغیرهای روابط مالی، ساختاری و اجتماعی با درک مشتریان نسبت به کیفیت خدمات و قدردانی آن­ها رابطه مثبت وجود دارد. همچنین، استراتژی­های بازاریابی رابطه­ای بر حق­شناسی مشتری و ادراک مشتری از کیفیت خدمات در شرکت­های خصوصی بیمه؛ تأثیر مثبت و معناداری دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Survey on the role of Relationship Insurance Marketing Strategies on Perceptions of Customers about Services Quality and their Gratitude

نویسندگان [English]

  • Seyed Mahdi Alhosseini Almodarresi 1
  • Najmeh Moghaddamzadeh 2
  • hooshmand bagheri garbollagh 3
1 Assistant Professor of Commercial Management Department, Faculty of Economic, Management & Accounting, Yazd University, Yazd, Iran
2 Master of Business Administration-Management Financial, Azadi Pardis Yazd University
3 3 Ph.D. Candidate of business Management, Faculty of Management, Semnan University, Semnan Iran
چکیده [English]

Todey, insurance, as an economic tool, has become a major industry in the country that provides services to various classes of society. Insurance has a key role in strengthening the economic power of the community, providing security and confidence at the community level, as well as expanding the production and service activities. In this research, we have tried to investigate the effect of Relationship marketing Strategies on customer perceptions about the quality of services and his gratitude in private insurance companies. This is an applied and descriptive study and has been performed by survey method. The research population is 389 the customers of private insurance companies of Tehran selected by random sampling method. The questionnaire based on Likert spectrum was used in order to collect information. Structural equations’ modeling was used to analyze research data with Lisrel software. Based on the findings of the research, it was concluded that there is a significant and positive relationship between the variables of financial, structural and social ties with the perceptions of customers about service quality and their gratitude. Also, Relationship marketing strategies has a positive and significant effect on customer gratitude and customer perception of service quality in private insurance companies.

کلیدواژه‌ها [English]

  • Relationship marketing Strategies
  • Customer gratitude
  • Perceptions of customers about services quality

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فصلنامه مطالعات مدیریت راهبردی
دوره 11، شماره 41
فروردین 1399
صفحه 75-91

فایل ها

سابقه مقاله

  • تاریخ دریافت: 07 دی 1398
  • تاریخ بازنگری: 23 بهمن 1398
  • تاریخ پذیرش: 25 اسفند 1398

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