Factors Influencing Satisfaction and Loyalty of Dana Insurance Customers (Case Study-Complementary Health Insurance)

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1 International Journal of Basic Sciences & Applied Research. Vol., 3 (SP), 3-37, 014 Available online at ISSN Factors Influencing Satisfaction and Loyalty of Dana Insurance Customers (Case Study-Complementary Health Insurance) Mohammad Jahangiri *, Farid Asgari, Mohammad Jalili *Department of Business Management, Faculty of Humanities, Abhar branch, Islamic Azad University, Abhar, Iran * Corresponding Author: Mohammad Jahangiri Abstract The aim of this study was investigation of factors influencing satisfaction and loyalty of Dana insurance customers. To this end, 90 admitted customers to Dana insurance agent in tehran in 139 were randomly selected. The method used in this research was descriptive - survey and to gather the necessary data for testing hypotheses, statistical population was choose from complementary health insurance policyholders. Random-cluster sampling using a formula to determine the volume of sample was conducted. Also the questionnaire (researcher made), as one of the most commonly used assessment instruments in the survey researches was used which have high validity and reliability. To test data analysis and hypothesis in this study, descriptive statistics and correlation tests were used. The results of data analysis indicate acceptance of all assumptions and also it was found that the strongest effect there is between perceived value and mental picture with customer satisfaction. Keywords: Satisfaction, Loyalty, Dana insurance customers, Perceived value, Mental picture. Introduction The purpose of insurance companies is peace of mind about the risks. It seems that there is a need for such a purpose from the beginning of human life and has always been conjoined with that. Cooperate and team assist the in helping to offset the losses caused by adverse events, is the most basic answer to this necessity. Obviously; this requirement is crucial, not cultural and is increased parallel to the development of communities and increase the dangers of living. Until the insurance company does not know, what Insurer want and what he/she needs, How quality need to insurance services should provided? What factors are important for the customer? When the customer s requirements rises? Where he wishes and needs should be offered to customer? And in general how the customer s satisfaction is obtained? So, can not provide the appropriate insurance policy for the customer. This is where the importance of understanding customer requirements and desires will be illuminated. After recognizing this factors we can design and implemented correct planning, good organization, reasonably strategies and guidelines to meet customer demands and requirements (Nowruzi & Mowla Zadeh, 013). In the current age, Pledging the customer find a special place and developing effective relationships with customer, lead to they play the role of Colleague in the organization and supportive, outside the organization. So, only the customers who have a sense of belonging to the organization, considered as long-lived assets of organization (Haghighi et al., 010). In the early 1960s the concept of loyalty defined by both behavioral and attitudinal concepts. Behavioral researches focus on visible applied of the customer loyalty and an attitude researches which examined the adherence and repurchase willingness (Russel-Bennet et al., 007). However, a more complete definition of loyalty is suggested by Richard Oliver (1999): Loyalty is calld to a strong commitment to repurchase a product or service in the future that despite the impact of the competitor s potential marketing efforts the same brand or product could purchase. Insurance industry is a vital factor in developing countries. Thus since the customers are the reason of companies existence and it s survival, they have priorities for organization. Given that the main asset of the insurance industry provided through customer service, customer loyalty is considered as a key factor in the success and profitability of insurance. This feature allows customers willingness to maintain and develop relationships with the organization (Baradaran et.al, 010). Thus, in today's market, understanding the customer and his priorities ensure the success of business. Therefore, having a new strategy, note to the important points in establishing, maintaining and expanding customer relationship, and trying to draw her satisfaction, develops achieving the goals of customer-centric and bring base of loyal customers in the long term (Aydin & Ozar, 005). Beerli and colleagues (01) conducted research in the Spanish banking industry, resulting in the presentation of a new model of customer loyalty. Their research showed that if people be satisfy with the quality of bank operations, certainly remain loyal to the bank and try to always be a customer of bank. In this study, the emphasis is on describing and explaining the operation of the 3

2 Intl. J. Basic. Sci. Appl. Res. Vol., 3 (SP), 3-37, 014 banking process, impact on customer satisfaction and loyalty. This process can take a strong relationship between satisfaction and steer (costs supervision) and establish customer loyalty. One major goal of this process is to identify the factors and forces that can strengthen the banking operations in order to target market development. In studies that Gilbert et al (004) conducted in Florida, concluded that those institutions that offers high quality services to their customers, experience better sales than those that do not provide good service. Satisfied and pleased customers are considered as the center of long-term success of the business thus there s a direct relationship between satisfaction and behavior of customers and so their loyalty. They pointed out that, quality of services is depends on infrastructure and systems, which are associated with the behaviors of customers and organization profit. This chain of relationships is called service profit chain; Thus increasing customer satisfaction leads into reducing customers complaints and increasing his/her retention and stability. Methodology This research is classified as the applied researches and from viewpoint of object is Descriptive-survey type. For Data collection, library and Field methods have been used. In the library method, content analysis, statistics, records and documents is used; and in the field methods, a questionnaire was used. This questionnaires is researcher-constructed type and to determine it s validity experts viewpoint was used and also to calculate 50 initial questionnaires collected from the insured of the insurance company and cronbach's alpha were used to determine its reliability. The statistical population of the study consisted of customers who are covered by health insurance of Dana insurance company and sampling is done by random-cluster. 75 subjects were selected by using Cochran's formula. n N Z pq In which: ( N 1) Z pq N= The population size n= The sample size ε= The amount of allowable error = 10% Z = Unit normal variable corresponding to the 95% P= Estimates of variable characters = 0.5 So we have: 300 (1/ 96) 0 / 5 0 / 5 n 75 (0 /1) (300 1) (1/ 96) 0 / 5 0 / 5 To analysis of data obtained from questionnaires the SPSS software, Descriptive and Inferential statistic indexes were used. Based on the literature review and previous researches, the conceptual model of this study considered as follows: Customer loyalty Customer satisfaction Customer imagine Perceived service quality Commitment Trust Perceived value Figure 1. Conceptual model of this study considered as follows. 33

3 Intl. J. Basic. Sci. Appl. Res. Vol., 3 (SP), 3-37, 014 According to the conceptual model the hypothesises are: Perceived service quality has a direct and positive influence on customer satisfaction. Perceived value has a direct and positive influence on customer satisfaction. Perceived value has a direct and positive influence on commitment. Customer satisfaction has a direct and positive impact on customer loyalty. Customer imagine has a direct and positive impact on customer loyalty. Commitment has a direct and positive impact on customer loyalty. Trust has a direct and positive impact on customer loyalty. Customer imagine has a direct and positive influence on commitment. Trust has a direct and positive influence on commitment. Customer imagine has a direct and positive influence on customer satisfaction. Results Results of descriptive statistics show that in terms of graduation level, % of subjects have a degree of diploma, 63% have Bachelor of Science degree and 10 % have Master of Science degree and 4% have a PhD degree. Also In terms of age range the results showed that, 7% of subjects have 5-19 years old, 18% were have 6-3 years old, 3% have years old, and 43% have more than 40 years old. The Inferential statistical results are expressed as follows Hypothesis one: Perceived service quality has a direct and positive influence on customer satisfaction. To investigate this hypothesis, the correlation coefficient test was used. Table 1. Correlation between Perceived service quality and customer satisfaction. Variables Perceived service quality and customer satisfaction As can be seen in Table 1, there is a positive and significant correlation between Perceived service quality and customer satisfaction (p<). This result implies that the increase in service quality, leads to increase in customer satisfaction. Hypothesis two: Perceived value has a direct and positive influence on customer satisfaction. To investigate this hypothesis, the correlation coefficient test was used. Table. Correlation between perceived value and customer satisfaction. Perceived value and customer satisfaction 0.96 As can be seen in Table, there is a positive and significant correlation between Perceived value and customer satisfaction (p<). This result implies that the increase in Perceived value, leads to increase in customer satisfaction. Hypothesis three: perceived value has a direct and positive influence on commitment. To investigate this hypothesis, the correlation coefficient test was used. Perceived value and commitment Table 3. Correlation between perceived value and commitment As can be seen in Table 3, there is a positive and significant correlation between Perceived value and commitment (p<). This result implies that the increase in Perceived value, leads to increase in commitment. Hypothesis four: Customer satisfaction has a direct and positive impact on customer loyalty. To investigate this hypothesis, the correlation coefficient test was used. Table 4. Correlation between Customer satisfaction and customer loyalty. Customer satisfaction and customer loyalty 0.76 As can be seen in Table 4, there is a positive and significant correlation between Customer satisfaction and customer loyalty (p<). This result implies that the increase in Customer satisfaction, leads to increase in customer loyalty. 34

4 Intl. J. Basic. Sci. Appl. Res. Vol., 3 (SP), 3-37, 014 Hypothesis five: customer imagine has a direct and positive impact on customer loyalty. To investigate this hypothesis, the correlation coefficient test was used. Table 5. Correlation between customer imagine and customer loyalty. customer imagine and customer loyalty 0.73 As can be seen in Table 5, there is a positive and significant correlation between Customer imagine and customer loyalty (p<). This result implies that the increase in Customer imagine, leads to increase in customer loyalty. Hypothesis six: Commitment has a direct and positive impact on customer loyalty. To investigate this hypothesis, the correlation coefficient test was used. Table 6. Correlation between Commitment and customer loyalty. Commitment and customer loyalty 0.68 As can be seen in Table 6, there is a positive and significant correlation between Commitment and customer loyalty (p<). This result implies that the increase in Commitment, leads to increase in customer loyalty. Hypothesis seven: trust has a direct and positive impact on customer loyalty. To investigate this hypothesis, the correlation coefficient test was used. trust and customer loyalty Table 7. Correlation between trust and customer loyalty As can be seen in Table 7, there is a positive and significant correlation between trust and customer loyalty (p<). This result implies that the increase in trust, leads to increase in customer loyalty. Hypothesis eight: customer imagine has a direct and positive influence on commitment. To investigate this hypothesis, the correlation coefficient test was used. Table 8. Correlation between customer imagine and commitment. customer imagine and commitment 0.86 As can be seen in Table 8, there is a positive and significant correlation between customer imagine and commitment (p<). This result implies that the increase in customer imagine, leads to increase in commitment. Hypothesis nine: trust has a direct and positive influence on commitment. To investigate this hypothesis, the correlation coefficient test was used. trust and commitment Table 9. Correlation between trust and commitment As can be seen in Table 9, there is a positive and significant correlation between trust and commitment (p<). This result implies that the increase in trust, leads to increase in commitment. Hypothesis ten: customer imagine has a direct and positive influence on customer satisfaction. To investigate this hypothesis, the correlation coefficient test was used. Table 10. Correlation between customer imagine and customer satisfaction. customer imagine and customer satisfaction 0.96 As can be seen in Table 10, there is a positive and significant correlation between customer imagine and customer satisfaction (p<). This result implies that the increase in customer imagine, leads to increase in customer satisfaction. Discussion and Conclusion The first hypothesis of the study is that Perceived service quality has a direct and positive influence on customer satisfaction. Statistical analysis revealed that the correlation coefficient between is 0.93 which represents positive correlation between perceived service quality and customer satisfaction (p<). These results are consistent with findings by Ball et al (004), Gilbert et al (004) and Yi et al (009). The second hypothesis of the study is that Perceived value has a direct and positive influence on customer satisfaction. Statistical analysis revealed that the correlation coefficient between is 0.96 which represents positive correlation between 35

5 Intl. J. Basic. Sci. Appl. Res. Vol., 3 (SP), 3-37, 014 Perceived value and customer satisfaction (p<). These results are consistent with findings by Chitty et al (007) and Aydin and Ozar (005). The third hypothesis of the study is that perceived value has a direct and positive influence on commitment. Statistical analysis revealed that the correlation coefficient between is 0.86 which represents positive correlation between Perceived value and commitment (p<). These results are consistent with findings by Eakuru and nik mat (008). The forth hypothesis of the study is that Customer satisfaction has a direct and positive impact on customer loyalty. Statistical analysis revealed that the correlation coefficient between is 0.76 which represents positive correlation between Customer satisfaction and customer loyalty (p<). These results are consistent with findings by Turkylmaz and ozkan (007). The fifth hypothesis of the study is that customer imagines have a direct and positive impact on customer loyalty. Statistical analysis revealed that the correlation coefficient between is 0.73 which represents positive correlation between customer imagine and customer loyalty (p<). These results are consistent with findings by Andreassen and Lindestad (1998). The sixth hypothesis of the study is that Commitment has a direct and positive impact on customer loyalty. Statistical analysis revealed that the correlation coefficient between is 0.68 which represents positive correlation between Commitment and customer loyalty (p<). These results are consistent with findings by Eakuru and nik mat (008). The seventh hypothesis of the study is that trust has a direct and positive impact on customer loyalty. Statistical analysis revealed that the correlation coefficient between is 0.74 which represents positive correlation between trust and customer loyalty (p<). These results are consistent with findings by Aydin and Ozar (005). The eighths hypothesis of the study is that customer imagines have a direct and positive influence on commitment. Statistical analysis revealed that the correlation coefficient between is 0.86 which represents positive correlation between customer imagine and commitment (p<). These results are consistent with findings by Eakuru and Nik mat (008). The nineth hypothesis of the study is that trust has a direct and positive influence on commitment. Statistical analysis revealed that the correlation coefficient between is 0.83 which represents positive correlation between trust and commitment (p<). These results are consistent with findings by Redondo and Fierro (005). The tenth hypothesis of the study is that customer imagines has a direct and positive influence on customer satisfaction. Statistical analysis revealed that the correlation coefficient between is 0.96 which represents positive correlation between customer imagine and customer satisfaction (p<). These results are consistent with findings by Vilares and Coelho (003). The aim of this study was investigation of factors influencing satisfaction and loyalty of customers in Tehran branches of Dana insurance organization. According to conducted analyses there s a significant relationship between satisfaction, imagine, commitment, trust, perceived service quality and perceived value with customer loyalty (p<). The results show that the strongest effect is about the relationship between perceived values and imagine with customer satisfaction (Hypotheses and 10). According to the findings, and the theoretical background of this study, the strongest impact is about perceived value with customer satisfaction. Also according to the study of Chitty and et al (007), the most reaction of customers is related to perceived value (which is, the perception of product quality relative to price paid). Also the results of this study show that after the perceived value on customer satisfaction (Hypotheses and 10), Quality of services provided on Loyalty (Hypotheses 1), Perceived value on commitment and imagine on commitment (Hypotheses 3 and 8), trust on commitment (Hypotheses 9), Satisfaction on loyalty (Hypotheses 4), trust on loyalty (Hypotheses 7), imagine on loyalty (Hypotheses, 5), commitment on loyalty (Hypotheses 6) have the most significant level respectively. References Andreassen TW, Lindestad B, customer loyalty and complex services. International Journal of Service Industry Management. 9: 7-3. Aydin S, Ozar G, 005. National customer satisfaction index. Marketing Intelligence & Planning. 3: Ball D, Simões Coelho P, Machás A, 004. The role of communication and trust in explaining customer loyalty. European Journal of Marketing. 38: Baradaran M, Abbasi A, Safarnia H, 010. Investigation of the factors affecting the loyalty of customer. Journal of Scholar behavior Management and Development. 47: Beerli A, Martin JD, Quintana A, 01. A model of customer loyaliyy in the retail banking market. European Journal of Marketing. 38: Chitty B, Ward S, Chua S, 007. An application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels. Marketing Intelligence and Planning. 5: Eakuru N, Nik Mat NK, 008. The application of structural equation modeling (SEM) in Determining the antecedents of customer loyalty in banks in south Thailand. The Business Review. 10: Gilbert GR, Veloutsou C, Goode MMH, Moutinho L, 004. Measuring customer satisfaction in the fast food industry. Journal of Service Marketing. 5: Gupta JND, Sharma SK, 004. Crating knowledge based Organizations. Idea: Group. Haghighi M, Akbari M, Lalianpour N, 010. Factors affecting the loyalty of policyholder. Journal of Insurance Industry. 1: Nowroozi F, Mowlazadeh M, 013. Investigation of life insurance policyholders satisfaction and it s related factors. Insurance, Innovation, Prosperity. 58: Oliver RL, Whence customer loylty. Journal of Marketing. 63:

6 Intl. J. Basic. Sci. Appl. Res. Vol., 3 (SP), 3-37, 014 Redondo YP, Fierro JJC, 005. Moderating effect of type of product 57 exchanged in long- term orientation of firm-supplier relationships. Journal of Product & Brand Management. 14: Russel-Bennet R, Mccoll-Kennedy JR, Coote LV, 007. Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research. 60: Turkylmaz A, Ozkan C, 007. Development of a customer satisfaction index an application to the Turkish mobile phone sector. Industrial Management & Data System. 107: Vilares MJ, Coelho PS, 003. The employee-customer satisfaction chain in the ECSI model. European Journal of Marketing. 37:

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