اثرگذاری اعتماد بر تمایلات خرید مجدد و حمایت مشتریان از شرکت‌های بیمه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشگاه کردستان

2 استادیار گروه مدیریت بازرگانی، دانشگاه کردستان

3 دانش اموخته کارشناسی ارشد مدیریت بازاریابی، دانشگاه کردستان

4 دانش اموخته کارشناسی ارشد مدیریت بازاریابی دانشگاه کردستان

چکیده

اعتماد به بیمه مهم‌ترین رکن پیشرفت صنعت بیمه است و تا زمانی که این اعتماد به وجود نیاید خرید مجددی نیز در کار نخواهد بود. در پژوهش حاضر به بررسی اثرگذاری ابعاد اعتماد و ارزش بر وفاداری مشتریان در بخش های دولتی و خصوصی بیمه پرداخته می شود. این پژوهشازنظر هدف، کاربردی و ازنظر جمع‌آوری داده‌ها، توصیفی است. جامعه آماری این پژوهش را مشتریان شرکت­های بیمه دولتی و خصوصی استان کردستان تشکیل داده که بر مبنای روش نمونه‌گیری تصادفی طبقه‌بندی‌شده (بر مبنای سهم بازار) حجم نمونه مورد نظر مشخص شده است و برای  جمع‌آوری داده­ها از ابزار پرسشنامه­ بهره گرفته شد. برای بررسی ‌و تحلیل داده­ها از نرم­افزارهای SPSS و LISREL استفاده‌ شد. طبق یافته­ها در مسیر شناختی مدل، اثرگذاری اعتماد از طریق ارزش درک شده بر وفاداری مشتریان، برای بخش بیمه دولتی و خصوصی مورد تأیید قرار گرفت. همچنین اثرگذاری اعتماد شناختی بر ارزش مطلوبیت گرا در هر دو شرکت بیمه های دولتی و خصوصی مورد تأیید قرار گرفت ولی اثرگذاری اعتماد عاطفی بر ارزش لذت‌گرا فقط در شرکت‌های خصوصی بیمه، مورد تأیید واقع شد. در حالت کلی، شدت اثر اعتماد و ارزش بر وفاداری در بخش دولتی بیشتر از بخش خصوصی است.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of trust on repurchases tendencies and customer support of insurance companies

نویسندگان [English]

  • Fakhredin Maroofi 1
  • Arman Ahmadizad 2
  • Behrooz Moradi 3
  • Haydar Mohammadi 4
1 Associate Professor of Business Management University of Kurdistan
2 Assistant Professor of Business Management University of Kurdistan
3 Master of Marketing Management University of Kurdistan
4 Master of Marketing Management University of Kurdistan
چکیده [English]

Trust in insurance is the most important factor of the insurance industry and without this trust, there will be no re-purchase. In the present study, the effect of trust and value dimensions on customer loyalty in the public and private sectors of insurance is investigated. This research is applied in terms of purpose and descriptive in terms of data collection. The statistical population of this study is the customers of public and private insurance companies in Kurdistan province. Based on the stratified random sampling method according to market share, the desired sample size was determined and a questionnaire was used to collect data. . SPSS and LISREL software were used to analyze and analyze the data. According to the findings in the cognitive path of the model, the effect of trust through perceived value on customer loyalty for the public and private insurance sectors was confirmed. The effect of cognitive trust on utility value also confirmed in both public and private insurance companies, but the effect of emotional trust on hedonistic value was confirmed only in private insurance companies. In general, the effect of trust and value on loyalty in the public sector is greater than in the private sector.

کلیدواژه‌ها [English]

  • Cognitive trust
  • Emotional trust
  • Value
  • Willingness to support
  • Willingness to repurchase

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کاوش‌های مدیریت بازرگانی
دوره 12، شماره 24
اسفند 1399
صفحه 165-183

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