عوامل مؤثر بر وفاداري بيمه گذاران (مورد مطالعه : شركت بيمه ايران )

Effective Factors on Customerʹs Loyalty (Case Study: Iran Insurance Company)

Today, the intensification of competition in the fields of production and services is increased and keeping customers and increasing their loyalty becomes harder. So, safeguarding the interests of customers may be effective on increase of their loyalty. This research aims to identify and prioritize the factors which affect on loyalty of Iran Insurance Companyʹs customers. In order to do that, European Customer Satisfaction Index is used and three factors consist of customer satisfaction, perceived image from company and software perceives qualities are considered. 310 questionnaires are distributed among the insuredʹs of Iran Insurance Company and 267 filled questionnaires have been collected. The results show that in 95% confidence level, all identified factors are affecting the two main loyalty measures of Iran Insurance Companyʹs customers, i.e. repeat purchase and introduction the products to others.