ارائه الگو رضایت-اعتماد با تأکید بر هزینه تغییر در صنعت بیمه

نوع مقاله : پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی،واحد تهران شمال،دانشگاه آزاد اسلامی،تهران،ایران.

2 هرمز مهرانی،استاد یار،گروه مدیریت،موسسه آموزش عالی غزالی،قزوین،ایران

3 گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه شهیدبهشتی، تهران، ایران

4 دانشیار دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی، تهران، ایران

چکیده

افزایش کلاهبرداری­های برخی مؤسسات بیمه باعث از بین رفتن اعتماد مشتریان در مورد انتخاب مؤسسه بیمه شده است و تا حد زیادی اعتماد و رضایت بیمه­گذار را تحت تأثیر قرار داده است. در این پژوهش به دنبال شناسایی و طراحی مدل رضایت- اعتماد هستیم که دو شاخص مهم در جهت وفاداری مشتری محسوب می­شود. با شناسایی این عوامل و آزمون سیزده فرضیه تحقیق، مؤسسات بیمه می­توانند استراتژی­هایی طراحی کنند که ضامن موفقیت سازمان در بلندمدت شود .مدل پژوهش بر اساس مطالعات پیشین در داخل و خارج از کشور و دیدگاه خبرگان پیشنهاد گردید. جامعه آماری پژوهش حاضر نمایندگی‌های سه شرکت بیمه ایران، البرز و آسیا در شهر تهران است. ابزار اصلی گردآوری داده‌ها، پرسشنامه است. با جمع‌آوری داده‌های پرسشنامه مدل را بر اساس تحلیل همبستگی و معادلات ساختاری با استفاده از نرم­افزارهای AMOS وSPSS  18 مورد تجزیه­وتحلیل قرار دادیم. نتایج حاکی از آن است که 1) توانایی و صداقت بیمه­گر بر اعتماد مشتری اثرگذار است 2) اعتماد بیمه­گذار به­طور معناداری بر رضایت وی اثرگذار است 3) هزینه­های تعویض تأثیرگذار بر وفاداری است و رضایت تنها کافی نیست و مشتریان با وجود داشتن رضایت، ممکن است وفادار نمانند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Present the pattern of trust-satisfaction with special emphasis on swiching cost in insurance industry

نویسندگان [English]

  • sana Haji safar kermanee 1
  • Hormoz Mehrani 2
  • Mohammad Reza Hamidizadeh 3
  • Abas-ali Haji-karimi 4
1 Departmet Of Commercial Management,North Tehran Branch,Islamic Azad University,Tehran,Iran
2 Assistant professor,Department of management,Ghazali Higher education institute.Ghazvin,iran.
3 Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti Gniversity, Tehran, Iran.
4 Associate professor, Faculty of Management and Accounting Shahid Beheshti University, Tehran, Iran
چکیده [English]

The increase fraud of some insurance companies has caused the loss of customers' trust in the choice of insurance company and has greatly affected the trust and satisfaction of the insurer. In this research, we seek to identify and design a satisfaction-trust model, which are two important indicators for customer loyalty. By identifying these factors and testing thirteen research hypotheses, insurance companies can design strategies that guarantee the success of the organization in the long run. The research model was proposed based on previous studies at home and abroad and the views of experts. The statistical population of the present study is the agencies of three insurance companies in Iran, Alborz and Asia in Tehran.The main tool for data collection is questionnaire. Finally by collecting data questionnaire based on correlation analysis and structural equation model using AMOS and SPSS 18 software were analyzed. The results indicated that 1) the insurer's ability and honesty affect customer confidence 2) the insurer's trust significantly affected It is effective 3) The costs of switching affect loyalty. And satisfaction alone is not enough and customers may not be loyal despite their satisfaction.

کلیدواژه‌ها [English]

  • Trust
  • Satisfaction
  • Insurance
  • Loyalty
  • Switching Cost

مراجع

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فصلنامه مطالعات مدیریت راهبردی
دوره 11، شماره 43
مهر 1399
صفحه 139-154

فایل ها

سابقه مقاله

  • تاریخ دریافت: 10 دی 1398
  • تاریخ بازنگری: 30 بهمن 1398
  • تاریخ پذیرش: 13 اردیبهشت 1399
  • تاریخ اولین انتشار: 01 مهر 1399

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