Effective factors on reacquiring lost customers in insurance company

Document Type : Research Paper

Authors

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

Abstract

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.  

Keywords

Main Subjects


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