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The Pattern of Consumer Behavior in Obtaining New Insurance Services with an Emphasis on the Institutionalization of Ethics
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Abstract: (526 Views) |
Background: In order to survive and grow by attracting new customers and providing new services, insurance companies must be able to retain their customers in order to coordinate their strategies with customer needs. With the understanding of this importance, the present study was conducted with the aim of identifying and leveling the components of consumer behavior in obtaining modern insurance services with an emphasis on the institutionalization of ethics.
Method: The method of the present research is practical in terms of its purpose and it is mixed (qualitative-quantitative) in terms of data collection. The qualitative research method was qualitative content analysis with an inductive approach. The participants of the qualitative part of the research were the senior managers of Central Insurance, and 17 people were interviewed using the theoretical snowball sampling method. The estimation of the desired sample size was done based on the theoretical saturation of the data. The data collection tool in the qualitative part was a semi-structured interview. Triangulation method and Christiansen angle technique were used to check the validity in the qualitative part. Open coding was used to analyze the data. The research method was descriptive-survey quantitative. The statistical population included all central insurance managers and experts, 400 cases were investigated using Shadeh random sampling method, and they were selected for the study, the sample size estimation method was Morgan's table. In order to analyze the data, the method of structural interpretation modeling and structural equations was used. Calculations related to structural interpretation have been done with MATLAB software and analysis of structural equations by phonix software.
Results: The findings showed that the components of consumer behavior in obtaining modern insurance services with an emphasis on the institutionalization of ethics at the highest level of customer profitability and the training of psychological factors and customer retention, the implicit institutionalization of ethics, personal experience, service development and financial position, business space design, risk aversion and recommendations, business environment design, risk aversion and recommendations, uncertainty, sick economy and insurer's commitment.
Conclusion: Institutionalization of ethics and sales ethics in accepting new insurance services is one of the main components of this service and they strengthen the provision of new services in insurance. |
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| Keywords: Consumer behavior, Institutionalization of ethics, Modern insurance services |
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Full-Text [PDF 931 kb]
(259 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/07/11 | Accepted: 2022/09/14 | Published: 2023/11/20
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