THE RELATIONSHIP BETWEEN ETHICAL SALES BEHAVIOR AND CUSTOMER LOYALTY IN LIFE INSURANCE: EVIDENCE FROM AN IRANIAN INSURANCE COMPANY

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ABBASNEZHAD SAEED; HAGHIGHI KAFASH MAHDI; SEHHAT SAEED

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Journal Paper

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Journal: IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH) Year:2012 | Volume:26 | Issue:4 (104) Page(s): 131-154

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Title

THE RELATIONSHIP BETWEEN ETHICAL SALES BEHAVIOR AND CUSTOMER LOYALTY IN LIFE INSURANCE: EVIDENCE FROM AN IRANIAN INSURANCE COMPANY

Author(s)

ABBASNEZHAD SAEED | HAGHIGHI KAFASH MAHDI | SEHHAT SAEED | Issue Writer Certificate

Keywords

ETHICAL SALE BEHAVIORQ2

LIFE INSURANCEQ2

CUSTOMER LOYALTYQ2

CUSTOMER TRUSTQ2

Abstract

Insurance industry is part of financial sector and has a significant impact on economic growth. With regards to the concurrent liberalization and privatization in this important industry and the increasing competition between insurance companies, there is a need for a re-examination of insurance processes, especially in sales and marketing networks.We define unethical sales behavior as a salesperson’s short-term conduct that enables him/her to gain at the expense of customers. This behavior is measured by lies about availability in order to make a sale, lies about competition in order to make the sale, answers that he/she does not really know, applies sales pressure even though he/she knows that the product is not right for the customer and paints rosy pictures of products to make them sound as good as possible. To address these issues, we use the Mei-Fang Chen and Liang-Hung Mau (2009) model. Our paper is both descriptive and empirical. Regression analysis and correlation test are carried out to tests our hypotheses and we have used factor analysis for the general goodness of fit of our model.Our main results show that the relationship between ETHICAL SALE BEHAVIOR and CUSTOMER LOYALTY is confirmed. We further propose implementation of marketing ethics through courses and workshops, establishing an ethics society for controlling ethics in the field of LIFE INSURANCE, keeping sales people up-to-date, paying more attention to selection of sales people, updating mortality tables, television advertising, diversifying LIFE INSURANCE and paying more attention to after sale services.

Cites

PROPOSING AND ANALYZING A MODEL FOR THE INFLUENCE OF ETHICAL SALES BEHAVIOR ON CUSTOMERS LOYALTY WITH A CASE STUDY IN PARSIAN INSURANCE COMPANY

References

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APA: Copy

ABBASNEZHAD, SAEED, HAGHIGHI KAFASH, MAHDI, & SEHHAT, SAEED. (2012). THE RELATIONSHIP BETWEEN ETHICAL SALES BEHAVIOR AND CUSTOMER LOYALTY IN LIFE INSURANCE: EVIDENCE FROM AN IRANIAN INSURANCE COMPANY. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), 26(4 (104)), 131-154. SID. https://sid.ir/paper/100923/en

Vancouver: Copy

ABBASNEZHAD SAEED, HAGHIGHI KAFASH MAHDI, SEHHAT SAEED. THE RELATIONSHIP BETWEEN ETHICAL SALES BEHAVIOR AND CUSTOMER LOYALTY IN LIFE INSURANCE: EVIDENCE FROM AN IRANIAN INSURANCE COMPANY. IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH)[Internet]. 2012;26(4 (104)):131-154. Available from: https://sid.ir/paper/100923/en

IEEE: Copy

SAEED ABBASNEZHAD, MAHDI HAGHIGHI KAFASH, and SAEED SEHHAT, “THE RELATIONSHIP BETWEEN ETHICAL SALES BEHAVIOR AND CUSTOMER LOYALTY IN LIFE INSURANCE: EVIDENCE FROM AN IRANIAN INSURANCE COMPANY,” IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), vol. 26, no. 4 (104), pp. 131–154, 2012, [Online]. Available: https://sid.ir/paper/100923/en

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