عوامل موثر بر تمایل به بازگشت مشتریان از دست رفته در شرکت‌های بیمه

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه MBA، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی کارشناسی ارشد، مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

چکیده

جذب مشتریان در صنایع خدماتی تأثیر شایان ‌توجهی در افزایش توان رقابتی شرکت‏ها دارد. در این پژوهش تلاش شده است موضوع بازگشت مشتریان در حوزۀ مدیریت ارتباط با مشتری مطالعه و بررسی شود. با توجه به اینکه در ایران پژوهش نظام‏مندی دربارۀ مفهوم بازگشت مشتریان صورت نپذیرفته است، در این پژوهش مدلی تجربی برای شناسایی عوامل ترک مشتری ارائه می‏شود. در این راستا، پژوهشی پیمایشی میان مشتریان شرکت‌های برتر بیمه‌ای در سطح شهر تهران اجرا شد. داده‌ها از طریق پرسشنامۀ برخط گردآوری شده و به‎کمک آزمون همبستگی پیرسون و تحلیل عاملی تأییدی بررسی شدند. نتایج نشان داد در صورتی پیشنهاد بازگرداندن مشتریان مؤثر است که شرکت‎ها دلایل مشتری برای ترک ارتباط با ارائه‌دهندۀ خدمات فعلی را مدنظر قرار دهند. شاخص‏های قیمت، مزیت خدمات ارائه‌شده، ارزش پیشنهاد‌های بازگشت، سرمایۀ اجتماعی و اهمیت خدمات درک‎شده، صرف‌نظر از سطح رضایت اولیه، پشیمانی از ترک و رضایت از ارائه‌دهندۀ سرویس جدید، تأثیر زیادی در شکل‎دادن به اهداف مشتری و تمایل به بازگشت مشتریان دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Effective factors on reacquiring lost customers in insurance company

نویسندگان [English]

  • Amir Khanlari 1
  • Mahshad Alsadat Doaei Oskoei 2
1 Assistant Prof., MBA Department, Faculty of Management, University of Tehran, Tehran, Iran
2 M.A. Student, Business Management, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

Attracting customers in service industries has a noticeable effect on increasing the competitiveness of enterprises. This study aims to examine customers return in the field of customer relationship management. Given that no systematic research has been performed relating to the concept of customers return in Iran, this study presents an experimental model which identifies the factors leading to customer’s leaving. In this regard, a survey was conducted among customers of the top insurance companies in the city of Tehran. Data were collected through an online questionnaire using Pearson correlation test and confirmed using confirmatory factor analysis. The results showed that the companies should take the customer's reasons for cutting their relationship with the current service provider into account so that bring back proposals can be effective. Price indexes, the benefits of provided services, offering a return value, social capital and perceived importance of service, regardless of prior consent, leaving regret and satisfaction with the new service provider play a prominent role in shaping the customers’ goals and their desire to return.  

کلیدواژه‌ها [English]

  • defected customer's switchback intentions
  • Price
  • service benefits
  • Social capital
  • win-back offer worth
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