اثرگذاری اعتماد بر تمایلات خرید مجدد و حمایت مشتریان از شرکتهای بیمه | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 7، دوره 12، شماره 24، اسفند 1399، صفحه 165-183 اصل مقاله (587.25 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/bar.2021.9396.2493 | ||
| نویسندگان | ||
| فخرالدین معروفی1؛ آرمان احمدی زاد* 2؛ بهروز مرادی3؛ حیدر محمدی4 | ||
| 1دانشیار گروه مدیریت بازرگانی، دانشگاه کردستان | ||
| 2استادیار گروه مدیریت بازرگانی، دانشگاه کردستان | ||
| 3دانش اموخته کارشناسی ارشد مدیریت بازاریابی، دانشگاه کردستان | ||
| 4دانش اموخته کارشناسی ارشد مدیریت بازاریابی دانشگاه کردستان | ||
| چکیده | ||
| اعتماد به بیمه مهم‌ترین رکن پیشرفت صنعت بیمه است و تا زمانی که این اعتماد به وجود نیاید خرید مجددی نیز در کار نخواهد بود. در پژوهش حاضر به بررسی اثرگذاری ابعاد اعتماد و ارزش بر وفاداری مشتریان در بخش های دولتی و خصوصی بیمه پرداخته می شود. این پژوهشازنظر هدف، کاربردی و ازنظر جمع‌آوری دادهها، توصیفی است. جامعه آماری این پژوهش را مشتریان شرکتهای بیمه دولتی و خصوصی استان کردستان تشکیل داده که بر مبنای روش نمونه‌گیری تصادفی طبقه‌بندی‌شده (بر مبنای سهم بازار) حجم نمونه مورد نظر مشخص شده است و برای جمع‌آوری دادهها از ابزار پرسشنامه بهره گرفته شد. برای بررسی و تحلیل دادهها از نرمافزارهای SPSS و LISREL استفاده شد. طبق یافتهها در مسیر شناختی مدل، اثرگذاری اعتماد از طریق ارزش درک شده بر وفاداری مشتریان، برای بخش بیمه دولتی و خصوصی مورد تأیید قرار گرفت. همچنین اثرگذاری اعتماد شناختی بر ارزش مطلوبیت گرا در هر دو شرکت بیمه های دولتی و خصوصی مورد تأیید قرار گرفت ولی اثرگذاری اعتماد عاطفی بر ارزش لذت‌گرا فقط در شرکتهای خصوصی بیمه، مورد تأیید واقع شد. در حالت کلی، شدت اثر اعتماد و ارزش بر وفاداری در بخش دولتی بیشتر از بخش خصوصی است. | ||
| کلیدواژه‌ها | ||
| اعتماد شناختی؛ اعتماد عاطفی؛ ارزش؛ تمایل به حمایت؛ تمایل به خرید مجدد | ||
| عنوان مقاله [English] | ||
| The effect of trust on repurchases tendencies and customer support of insurance companies | ||
| نویسندگان [English] | ||
| Fakhredin Maroofi1؛ Arman Ahmadizad2؛ Behrooz Moradi3؛ Haydar Mohammadi4 | ||
| 1Associate Professor of Business Management University of Kurdistan | ||
| 2Assistant Professor of Business Management University of Kurdistan | ||
| 3Master of Marketing Management University of Kurdistan | ||
| 4Master of Marketing Management University of Kurdistan | ||
| چکیده [English] | ||
| Trust in insurance is the most important factor of the insurance industry and without this trust, there will be no re-purchase. In the present study, the effect of trust and value dimensions on customer loyalty in the public and private sectors of insurance is investigated. This research is applied in terms of purpose and descriptive in terms of data collection. The statistical population of this study is the customers of public and private insurance companies in Kurdistan province. Based on the stratified random sampling method according to market share, the desired sample size was determined and a questionnaire was used to collect data. . SPSS and LISREL software were used to analyze and analyze the data. According to the findings in the cognitive path of the model, the effect of trust through perceived value on customer loyalty for the public and private insurance sectors was confirmed. The effect of cognitive trust on utility value also confirmed in both public and private insurance companies, but the effect of emotional trust on hedonistic value was confirmed only in private insurance companies. In general, the effect of trust and value on loyalty in the public sector is greater than in the private sector. | ||
| کلیدواژه‌ها [English] | ||
| Cognitive trust, Emotional trust, Value, Willingness to support, Willingness to repurchase | ||
| مراجع | ||
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