EFFECT OF SERVICES QUALITY ON CONSUMER LOYALTY IN THE INSURANCE INDUSTRY

Narges Delafrooz, Naeimeh Fooladi
unpublished
In today's competitive world to have a dominant position in the market, it is important providing higher quality service to customers. This issue especially true for service companies, including insurance industry is important. Meanwhile role and importance of the insurance industry as a productive industry and supporting other industries is known to everybody. Superior quality of service is identified as one of the key issues in gaining customer loyalty. Customer loyalty is one of the
more » ... one of the components that nowadays relationship marketing, particularly in the insurance industry has a substantial emphasis to it. Firms brand is one factor that plays a role in the formation of loyalty. In this study is examined the effect of service quality on creating loyalty through satisfaction, trust and priorities brand in the Asian insurance industry that in this regard, have been used the research model of Chinomona Richard et al (2013) . Statistical population in this study includes customers of Asia insurance branches in Guilan province. In this study, tool of data collection is the questionnaire and Cronbach's alpha is calculated to assess reliability. Research method is applied from type of a descriptive and inferential. This study has seven hypotheses. To analyze the data and to test the hypotheses is used descriptive statistics by SPSS software and structural equation modeling (SEM) to test hypotheses. Result of testing hypotheses show that all of hypotheses are confirmed except relationship between service quality and brand trust that relationship is not significant. Also effect of brand service quality through brand preference and satisfaction is greater than effect of this variable through satisfaction, trust and brand preference
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