DESIGNING A CUSTOMER LOYALTY MODEL FOR CAR INSURANCE CUSTOMERS OF INSURANCE COMPANIES WITH EMPHASIS ON THE ROLE OF RELATIONSHIP BONDS IN MARKETING

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SAMADI SAEID; MOTAHARINEZHAD FATEMEH; POURASHRAF YASANALLAH; TOLABI ZEINAB

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Journal: IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH) Year:2014 | Volume:29 | Issue:2 (114) Page(s): 67-88

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Title

DESIGNING A CUSTOMER LOYALTY MODEL FOR CAR INSURANCE CUSTOMERS OF INSURANCE COMPANIES WITH EMPHASIS ON THE ROLE OF RELATIONSHIP BONDS IN MARKETING

Author(s)

SAMADI SAEID | MOTAHARINEZHAD FATEMEH | POURASHRAF YASANALLAH | TOLABI ZEINAB | Issue Writer Certificate

Keywords

RELATIONSHIP MARKETINGQ2

SERVICES QUALITYQ2

RELATIONSHIP QUALITYQ1

LOYALTYQ2

Abstract

The purpose of the present paper is to provide a customers' LOYALTY model for car insurance customers of insurance companies with emphasis on the role of relationship bonds in marketing. Using a questionnaire, the data of 400 customers at insurance companies in Mashhad were gathered and analysed by SPSS and LISREL software. The LISREL was used for confirmatory factor analysis and testing research models. To investigate the reliability and conducting an exploratory factor analysis, SPSS software is used. The results indicated that all marketing relationship bonds have a positive and significant impact on LOYALTY. While financial and structural bonds have the greatest impact on customer LOYALTY, social bond has a positive and significant impact on SERVICES QUALITY. Social bond has also the greatest impact on the RELATIONSHIP QUALITY while structural bond has a positive and significant impact on the RELATIONSHIP QUALITY and SERVICES QUALITY. SERVICES QUALITY has a positive and significant impact on the RELATIONSHIP QUALITY, and finally RELATIONSHIP QUALITY has a positive and significant impact on LOYALTY.

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APA: Copy

SAMADI, SAEID, MOTAHARINEZHAD, FATEMEH, POURASHRAF, YASANALLAH, & TOLABI, ZEINAB. (2014). DESIGNING A CUSTOMER LOYALTY MODEL FOR CAR INSURANCE CUSTOMERS OF INSURANCE COMPANIES WITH EMPHASIS ON THE ROLE OF RELATIONSHIP BONDS IN MARKETING. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), 29(2 (114)), 67-88. SID. https://sid.ir/paper/100843/en

Vancouver: Copy

SAMADI SAEID, MOTAHARINEZHAD FATEMEH, POURASHRAF YASANALLAH, TOLABI ZEINAB. DESIGNING A CUSTOMER LOYALTY MODEL FOR CAR INSURANCE CUSTOMERS OF INSURANCE COMPANIES WITH EMPHASIS ON THE ROLE OF RELATIONSHIP BONDS IN MARKETING. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH)[Internet]. 2014;29(2 (114)):67-88. Available from: https://sid.ir/paper/100843/en

IEEE: Copy

SAEID SAMADI, FATEMEH MOTAHARINEZHAD, YASANALLAH POURASHRAF, and ZEINAB TOLABI, “DESIGNING A CUSTOMER LOYALTY MODEL FOR CAR INSURANCE CUSTOMERS OF INSURANCE COMPANIES WITH EMPHASIS ON THE ROLE OF RELATIONSHIP BONDS IN MARKETING,” IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), vol. 29, no. 2 (114), pp. 67–88, 2014, [Online]. Available: https://sid.ir/paper/100843/en

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