پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 962 |
| تعداد مقالات | 7,953 |
| تعداد مشاهده مقاله | 13,437,782 |
| تعداد دریافت فایل اصل مقاله | 9,554,980 |
الگوی عوامل مؤثر بر رویگردانی مشتریان در صنعت بیمه | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 7، دوره 2، شماره 1 - شماره پیاپی 3، مهر 1394، صفحه 135-158 اصل مقاله (2.18 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2015.2285 | ||
| نویسندگان | ||
| ندا عبدالوند* 1؛ حامد حیدری2 | ||
| 1استادیار دانشگاه الزهرا، دانشکده علوم اجتماعی و اقتصاد، گروه مدیریت | ||
| 2دانشجوی دکتری مدیریت فناوری اطلاعات، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، تهران، ایران. | ||
| چکیده | ||
| شرکت‌ها و سازمان‌ها می‌دانند که حفظ مشتریان به سودآوری بیش‌تر می‌انجامد و از سوی دیگر، افزایش رقابت، نرخ رویگردانی مشتریان را افزایش می‌دهد. از این رو، مطالعه عوامل مؤثر بر تمایل به رویگردانی مشتریان، هم برای پژوهشگران و هم شاغلان کسب‌وکارها اهمیت دارد. این پژوهش نیز مطالعه عوامل مؤثر بر رویگردانی مشتریان را در شرکت بیمه هدف گرفته تا مشخص شود چه عواملی و با چه شدتی سبب ریزش مشتری می‌شود. بدین منظور، ابتدا با مطالعه ادبیات، به استخراج عوامل کیفیت خدمات ارائه‌شده، تناسب قیمت، رضایت مشتری، وفاداری مشتری، هزینهی و رویگردانی مشتری پرداخته شده که بر مبنای آنها مدل معادلات ساختاری شکل گرفته است. تجزیه‌وتحلیل مدل مبتنی بر روش حداقل مربعات جزیی نشان می‌دهد عوامل مختلف بازاریابی رابطهای شامل کیفیت خدمات ارائه‌شده، تناسب قیمت و وفاداری، بر تمایل به رویگردانی تأثیر دارد. نتایج این پژوهش، بینش مفیدی برای بیمه‌گذاران، سیاستگذاران و پژوهشگران بازاریابی در شرکت بیمه فراهم می‌کند تا با درک عوامل مؤثر بر رویگردانی مشتریان، بتوانند رویگردانی مشتریان را کاهش دهند. | ||
| کلیدواژه‌ها | ||
| تمایل به رویگردانی؛ هزینه رویگردانی؛ کیفیت خدمات؛ رضایت؛ وفاداری؛ تناسب قیمت | ||
| عنوان مقاله [English] | ||
| Developing an Understanding of Effective Factors Influencing on Customers Switching in Insurance Industry | ||
| نویسندگان [English] | ||
| Neda Abdolvand1؛ Hamed Heidari2 | ||
| 1Assistant Professor, Al-Zahra University, Faculty of Social Sciences and Economics, Department of Management | ||
| 2Student of Ph.D. in Information Technology Management, Islamic Azad University, Science and Research Branch of Tehran, Tehran, Iran. | ||
| چکیده [English] | ||
| Corporations and organizations know that customer retention results in more profits. Moreover, an increase in competition leads to higher churn rate. So, the study of factors which affect customer switching intention is important both for researchers and practitioners of this field. The present research focuses on the study of effective factors on customers switching in insurance industry to determine which factors decrease lost customers and to what extent. First, factors such as service quality, appropriate prices, customer satisfaction, customer loyalty, switching cost and customers switching have been extracted through a review of literature, and based on these factors, a structural equation model has been developed. The analysis of the model, which based on partial list square method, shows that different factors of relation marketing, that is the offered service quality, price and loyalty affect the switching intention. The results of this research provides useful insight for insurers, policy holders and marketing researchers in insurance industry, so they can reduce customers churn by realizing the factors that affect customers switching. | ||
| کلیدواژه‌ها [English] | ||
| Switching intention, Switching cost, Service quality satisfaction, Loyalty and appropriate prices | ||
| مراجع | ||
|
آذر، ع.، غلامزاده، ر.، قنواتی، م. (1391). مدلسازی مسیری-ساختاری در مدیریت. تهران: نگاه دانش. مرتضوی، س.، ناظمی. ش. ا. و آیتی گازار، م. (1390). نقش تعدیل‌کنندگی جذابیت رقبا و هزینه جا‌به‌جایی بر رابطه بین قیمت، کیفیت خدمات و رنجش خاطر با قصد رویگردانی مشتریان حقیقی در بخش مسکن بیمه سینا. مطالعات مدیریت بهبود و تحول. زمستان 1389 و بهار1390،20(63)، 85-113. Antón, C., Camarero, C., and Carrero, M. (2007). Analysing firms' failures as determinants of consumer switching intentions: the effect of moderating factors. European Journal of Marketing, 41(1/2), 135-158. Aydin, S. and G. Özer (2005). National customer satisfaction indices: an implementation in the Turkish mobile telephone market. Marketing Intelligence & Planning, 23(5), 486-504. Bagozzi, R. P. and Y. Yi (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94. Bolton, L. E., L. Warlop, and Alba, JW. (2003). Consumer perceptions of price (un) fairness. Journal of consumer research, 29(4), 474-491. Calvo-Porral, Cristina, & Lévy-Mangin, Jean-Pierre. (2015). Switching behavior and customer satisfaction in mobile services: Analyzing virtual and traditional operators. Computers in Human Behavior, 49, 532-540. Chiu, S.-I., C.-C. Cheng, TM Yen, and HY Hu. (2011). Preliminary research on customer satisfaction models in Taiwan: A case study from the automobile industry. Expert Systems with Applications, 38(8), 9780-9787. Clemes, M. D., C. Gan, and Zheng, LY. (2007). Customer switching behaviour in the New Zealand banking industry. Banks and Banks System, 2(4), 50-66. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. Dyche, J. (2002). The CRM handbook, Pearson Education India. Edward, M. and S. Sahadev (2011). Role of switching costs in the service quality, perceived value, customer satisfaction and customer retention linkage. Asia Pacific Journal of Marketing and Logistics, 23(3), 327-345. Fornell, C. and D. F. Larcker (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50. Gronroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Asia-Australia Marketing Journal, 2(1), 9-29. Guo, H. (2010). Chinese IT industry customer sastifaction model and application. Computer and Automation Engineering (ICCAE), 2010 The 2nd International Conference on, IEEE. Hafeez, S. and S. Hasnu (2010). Customer satisfaction for cellular phones in Pakistan: A case study of Mobilink. Business and Economics Research Journal, 1(3), 35-44. Han, H., W. Kim, and Hyun, SS. (2011). Switching intention model development: Role of service performances, customer satisfaction, and switching barriers in the hotel industry. International Journal of Hospitality Management, 30(3), 619-629. He, J. and Y. Bai (2011). Assessing the Relationship among Service Quality, Customer Satisfaction and Behavioral Intentions in Online Shopping Environments. Business Intelligence and Financial Engineering (BIFE), 2011 Fourth International Conference on, IEEE. Hennig-Thurau, Thorsten, Gwinner, Kevin P, & Gremler, Dwayne D. (2002). Understanding relationship marketing outcomes an integration of relational benefits and relationship quality. Journal of service research, 4(3), 230-247. Husam Alnaimi, R. J., Helen Perkins (2011). Inclusion of Switching Behaviour into Relationship Marketing Model: A Theoretical Model. 1-9. Jian-ling, W., L. Si-feng, and W Yuan-qi. (2008). Evaluation of customer satisfaction in automobile after-sales service based on grey incidence analysis. Systems, Man and Cybernetics, 2008. SMC 2008. IEEE International Conference on, IEEE. Johri, G. (2009). Customer satisfaction in general insurance industry--a step towards competitiveness. Journal of Risk & Insurance Pravartak, 4(3), 1-9. Kaur, G., R. Sharma, and Mahajan, N. (2012). Exploring customer switching intentions through relationship marketing paradigm. International Journal of Bank Marketing, 30(4), 280-302. Kotler, P. (2006). Marketing management, Pearson Education India. Kotler, P. and G. Armstrong (2008). Principles of Marketing 12th Edition: Pearson Prentice Hall. Upper saddle river New Jersey, 284-285. Kotler, P., Wong, V., Saunders, J. and Armstrong, G., Ed. (2005). Principles of marketing, Prentice Hall. Li, C. (2011). The Construction of MICE Customer Satisfaction Index Model. Management and Service Science (MASS), 2011 International Conference on, IEEE. Liao, N. N. and T.-c. Wu (2009). The pivotal role of trust in customer loyalty: Empirical research on the system integration market in Taiwan. The Business Review, Cambridge 12(2), 277-283. Martín-Consuegra, D., Molina, A., and Esteban, Á. (2007). An integrated model of price, satisfaction and loyalty: an empirical analysis in the service sector. Journal of Product & Brand Management, 16(7), 459-468. Mohajerani, P. and A. Miremadi (2012). Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran. International Journal of Marketing Studies, 4(3), p134. Monroe, K. B. (1990). Price: Making profitable decisions. New YorkMcGraw-Hill. Oduro-Senyah-senyah-Emmanuel-Ebo-Sobotie (2009). Customer Relationship Management in Financial Institutions in Ghana: A Case Study of Standard Chartered Bank & State Insurance Company, Lulea University of Technology, Lulea, Sweden. M.Sc., p.9. Oliva, T. A., R. L. Oliver, and MacMillan, IC. (1992). A catastrophe model for developing service satisfaction strategies. The Journal of Marketing, 83-95. Palaima, T. and V. Auruškeviciene (2007). Modeling relationship quality in the parcel delivery services market. Baltic Journal of Management, 2(1), 37-54. Reichheld, F. (1996). The loyalty effect: the hidden force behind growth, profits, and lasting value. Long Range Planning, 29(6), 909-909. Roos, I. and A. Gustafsson (2007). Understanding frequent switching patterns. Journal of Service Research, 10(1), 93-108. Santos, C. P. d. and D. V. d. H. Fernandes (2008). Antecedents and consequences of consumer trust in the context of service recovery. BAR. Brazilian Administration Review, 5(3), 225-244. Seo, D., C. Ranganathan, and Y. Babad. (2008). Two-level model of customer retention in the US mobile telecommunications service market. Telecommunications Policy, 32(3), 182-196. Shin, D.-H. and W.-Y. Kim (2008). Forecasting customer switching intention in mobile service: An exploratory study of predictive factors in mobile number portability. Technological Forecasting and Social Change, 75(6), 854-874. Susanna, L. a. (2004). Managing Customer Loyalty in the Automative Industry. Department of Business Administration and Social Sciences, 6. Thompson, B. (2004). Successful CRM: Turning Customer Loyalty into Profitability. RighNow Technologies Publication. Türkyilmaz, A. and C. Özkan (2007). Development of a customer satisfaction index model: An application to the Turkish mobile phone sector. Industrial Management & Data Systems, 107(5), 672-687. Wang, C.-Y. and L.-W. Wu (2012). Customer loyalty and the role of relationship length. Managing Service Quality, 22(1), 58-74. Wang, Y. and H.-P. Lo (2002). Service quality, customer satisfaction and behavior intentions: Evidence from China’s telecommunication industry. info, 4(6), 50-60. Wetzels, M., Odekerken-Schröder, G, and Oppen, C.V. (2009). using PLS-path modeling for assessing hierarchical construct models: guidelines and empirical illustration. Mis Quarterly, 33(1). Yap, B. W., R. Thurasamy, and Wan Shahidan, W.N. (2012). Satisfaction, Trust and Customer Loyalty: A PLS Approach. Business Strategy Series, 13(4), 154 - 167. Yen, Y.-X., E. S.-T. Wang, and D.J. Horng. (2011). Suppliers' willingness of customization, effective communication, and trust: a study of switching cost antecedents. Journal of Business & Industrial Marketing, 26(4), 250-259. | ||
|
آمار تعداد مشاهده مقاله: 2,537 تعداد دریافت فایل اصل مقاله: 2,269 |
||