ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﺻﻤﯿﻤﯿﺖ در ﺷﮑﻞﮔﯿﺮي ﻧﯿﺎت رﻓﺘﺎري ﻣﺸﺘﺮﯾﺎن ﺑﯿﻤﻪ ﻧﺴﺒﺖ ﺑﻪ ﺧﺪﻣﺎت ﺟﺪﯾﺪ: ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺑﺎور و ﻧﮕﺮش

Investigating the effect of intimacy in shaping the behavioral intentions of insurance customers towards new services: The mediating role of belief and attitude

ﻫﺪف: ﺻﻤﯿﻤﯿﺖ ﺑﻪ ﻋﻨﻮان ﯾﮏ ﻣﺸﺨﺼﻪي ﻣﻬﻢ رواﺑﻂ ﻧﺰدﯾﮏ ﺧﺪﻣﺎﺗﯽ، ﺗﺄﺛﯿﺮ ﺑﺎﻟﻘﻮه و ﺑﺴﺰاﯾﯽ در ﺑﻬﺒﻮد رﻓﺘﺎر ﻣﺼﺮفﮐﻨﻨﺪه داﺷﺘﻪ اﺳﺖ. ﺑﻪ اﯾﻦ ﺗﺮﺗﯿﺐ، ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﺻﻤﯿﻤﯿﺖ ﻣﺸﺘﺮي ﺑﺮ ﺑﻬﺒﻮد ﺑﺎورﻫﺎ، ﻧﮕﺮشﻫﺎ و ﻧﯿﺎت رﻓﺘﺎري آنﻫﺎ در ﻣﺼﺮف ﺧﺪﻣﺎت ﺟﺪﯾﺪ اﺳﺖ. روش: ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﻣﻨﻈﺮ ﻫﺪف، ﮐﺎرﺑﺮدي اﺳﺖ و از ﻣﻨﻈﺮ روش اﺟﺮا و ﮔﺮدآوري اﻃﻼﻋﺎت در زﻣﺮهي ﭘﮋوﻫﺶﻫﺎي ﺗﻮﺻﯿﻔﯽ-ﭘﯿﻤﺎﯾﺸﯽ ﻗﺮار ﻣﯽﮔﯿﺮد. ﺟﻤﻊآوري اﻃﻼﻋﺎت ﺑﺎ اﺳﺘﻔﺎده از ﭘﺮﺳﺸﻨﺎﻣﻪ )ﺑﺎ ﺗﺄﯾﯿﺪ رواﯾﯽ و ﭘﺎﯾﺎﯾﯽ( از ﻣﯿﺎن ﻣﺸﺘﺮﯾﺎن ﺧﺪﻣﺎت ﺟﺪﯾﺪ ﺷﺮﮐﺖ ﺑﯿﻤﻪ اﯾﺮان در ﺷﻬﺮ رﺷﺖ )ﺗﻌﺪاد ﻧﺎﻣﺸﺨﺺ و ﺟﺎﻣﻌﻪ ﻧﺎﻣﺤﺪود درﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ( و روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻏﯿﺮاﺣﺘﻤﺎﻟﯽ در دﺳﺘﺮس )ﺗﻌﺪاد ﻧﻤﻮﻧﻪ: 267(، ﺻﻮرت ﭘﺬﯾﺮﻓﺖ. ﺑﻪ ﻣﻨﻈﻮر دﺳﺘﯿﺎﺑﯽ ﺑﻪ اﻫﺪاف ﭘﮋوﻫﺶ ﻫﺸﺖ ﻓﺮﺿﯿﻪ ﻣﻄﺮح ﺷﺪ و اﯾﻦ ﻓﺮﺿﯿﻪﻫﺎ ﺑﺎ روش ﻣﺪﻟﺴﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﻧﺮم اﻓﺰار )PLS( ﻣﻮرد ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﻗﺮار ﮔﺮﻓﺘﻨﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن دادﻧﺪ ﮐﻪ ﺻﻤﯿﻤﯿﺖ ﺑﻪ ﺻﻮرت ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري ﺑﺮ ﺑﺎورﻫﺎ، ﻧﮕﺮشﻫﺎ و ﻧﯿﺎت رﻓﺘﺎري ﻣﺸﺘﺮﯾﺎن ﺧﺪﻣﺎت ﺑﯿﻤﻪ اﯾﺮان ﺗﺄﺛﯿﺮﮔﺬار ﻫﺴﺘﻨﺪ. ﻫﻤﭽﻨﯿﻦ اﺛﺮ ﻣﯿﺎﻧﺠﯽ ﺑﺎورﻫﺎ و ﻧﮕﺮشﻫﺎ ﺑﺮ راﺑﻄﻪي ﻣﯿﺎن ﺻﻤﯿﻤﯿﺖ و ﻧﯿﺎت رﻓﺘﺎري ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. ﻧﺘﺎﯾﺞ: ﺻﻤﯿﻤﯿﺖ ﺑﺎ ﮐﺎﻫﺶ ﻋﺪم اﻃﻤﯿﻨﺎن در ﻣﻮﻗﻌﯿﺖﻫﺎي ﺧﺮﯾﺪ ﭘﯿﭽﯿﺪه ﻣﺎﻧﻨﺪ ﺧﺪﻣﺎت ﺟﺪﯾﺪ ﺑﯿﻤﻪ، ﻣﯽﺗﻮاﻧﺪ ﺑﻬﺒﻮد ﻧﮕﺮش، وﻓﺎداري ﻣﺸﺘﺮﯾﺎن و ﺗﻮﺻﯿﻪﻫﺎي ﻣﺜﺒﺖ را ﺑﻪ ﻫﻤﺮاه داﺷﺘﻪ ﺑﺎﺷﺪ. ﺑﻨﺎﯾﺮاﯾﻦ، ﻣﺪﯾﺮان ﺷﺮﮐﺖﻫﺎي ﺑﯿﻤﻪ ﺑﺎﯾﺪ راﻫﺒﺮدﻫﺎي ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪاي و ﺳﻔﺎرﺷﯽﺳﺎزي ﺧﺪﻣﺎت را در ﭘﯿﺶ ﺑﮕﯿﺮﻧﺪ و ﺑﺎ ﺗﻘﻮﯾﺖ ﻣﻬﺎرتﻫﺎي ارﺗﺒﺎﻃﯽ ﻣﻨﺎﺳﺐ در ﻧﻤﺎﯾﻨﺪﮔﺎن ﻓﺮوش ﺧﻮد، اﯾﺠﺎد راﺑﻄﻪي ﺻﻤﯿﻤﯽ ﺑﺎ ﻣﺸﺘﺮﯾﺎن را ﺗﺴﻬﯿﻞ ﻧﻤﺎﯾﻨﺪ.

Objective: Intimacy, as an important feature of close service relationships, has the potential and significant impact on improving consumer behavior. Thus, the purpose of this study is to investigate the effect of customer intimacy on improving their beliefs, attitudes, and behavioral intentions in consuming new services. Methodology: The present research is practical from the perspective of purpose and from the perspective of implementation method and data collection is among the descriptive and survey research. Data were collected by using questionnaire (with validity and reliability) from new services customers of Iran Insurance Company in Rasht and available non-probability sampling method. In order to achieve the objectives of the research, eight hypotheses were proposed and these hypotheses were analyzed by structural equation modeling and PLS software. Findings: Findings show that intimacy has a positive and significant effect on the beliefs, attitudes and behavioral intentions of customers of Iran insurance services. The mediating effect of beliefs and attitudes on the relationship between intimacy and behavioral intentions was also confirmed. Conclusion: Intimacy can improve attitudes, customer loyalty and positive WOM by reducing uncertainty in complex shopping situations such as new insurance services. Therefore, managers of insurance companies should adopt relationship marketing strategies and service customization and facilitate the establishment of an intimate relationship with customers by strengthening the appropriate communication skills of their sales representatives.