بررسی اثر برنامه‎های وفادارسازی بر وفاداری مشتریان بیمه آسیا با استفاده از طرح چهارگروهی سالومون

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استاد، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران

2 دانشجوی دکتری، گروه مدیریت سیستم، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران

3 کارشناس ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه شهید بهشتی، تهران. ایران

چکیده

هدف: وفادارسازی مشتریان در بازارهای رقابتی امروز، نقش تعیین‎کننده‎ای در بقای سازمان‎ها دارد و برنامه‎های وفادارسازی، از جمله ابزارهای مطرح در این ارتباط به‎شمار می‎آیند. در پژوهش کاربردی حاضر با رویکرد تجربی و در قالب اجرای طرح چهارگروهی سالومون، اثر ابعاد برنامه‎های وفادارسازی بر وفاداری مشتریان شرکت بیمه بررسی شده است.
روش: جامعه آماری در این پژوهش مشتریان بیمه آسیا بودند که با روش تصادفی ساده، 200 نفر از آنها در چهار گروه انتخاب شده‎اند. روایی پرسش‎نامه از روش ظاهری به تأیید رسید؛ در حالی که در سنجش پایایی از روش آلفای کرونباخ استفاده شد. در تحلیل یافته‎ها، آزمون‎های تی زوجی مستقل و تی زوجی وابسته به اجرا درآمد.
یافته‎ها: یافته‎ها نشان داد که بر اساس آزمون پنج‎گانه روش سالومون، به‎طورکل برنامه‎های وفادارسازی بر وفاداری مشتریان مؤثرند. یافته دیگر نشان داد که از میان انواع پاداش‎‎هایی که می‎توان در برنامه‎های وفادارسازی ارائه کرد، پاداش‎های نرم آنی، سخت آنی و سخت مدت‎دار، به‎ترتیب اثرهای بیشتری بر وفاداری مشتریان دارند.
نتیجه‎گیری: با افزایش سطح رقابت در بازارهای امروزی و ورود مستمر رقبای جدید، شرکت‎ها برای حفظ جایگاه و از طرفی توسعه کسب‎وکار خود ملزم هستند که در وهله اول به اجرای برنامه­های وفادارسازی بپردازند، به‎ویژه برنامه‎هایی همچون رفتار ترجیحی با مشتری، شناساندن مشتری و ارتقای مقام اجتماعی وی، ستایش کلامی، ایجاد حمایت احساسی و روحی از آنها و احترام به عزت نفس مشتریان؛ سپس به‎منظور جذاب کردن پیشنهاد قیمت خدمات، تخفیف‎ها و جایزه‎هایی را برای مشتریان در نظر بگیرند.
 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Effect of Loyalty Plans on the Loyalty of Asia Insurance Customers Using the Salomon Four-Party Plan

نویسندگان [English]

  • Ali Mohamadi 1
  • Sayyed Moslem Alavi 2
  • Alahe Pourmourdini 3
1 shiraz universityProf., Department of Management, Faculty of Economics, Management and Social Sciences, University of Shiraz, Shiraz, Iran.
2 , PhD Candidate, Department of System Management, Faculty of Economics, Management and Social Sciences, University of Shiraz, Shiraz, Iran
3 MSc, Department of Business Management, Faculty of Management, University of Shahid Beheshti, Tehran, Iran
چکیده [English]

Objective
In general, loyalty and the effects of various customer loyalty programs have always been an important issue for the insurance industry, especially in the present economic condition which is full of recession and inflation in recent years in Iran. Considering the very small contribution of the insurance industry to the GDP of Iran and the ability to increase this amount by improving the customers’ loyalty and development of insurance services, identifying those programs that can lead to more loyalty of current customers of the insurance industry and, on the other hand, attract new customers are of high importance. In this research, the basic issue is the examination of various loyalty programs ranging from immediate to long-term, hard to soft within a multifaceted combination and their impact on customer loyalty.
 
Methodology
The present research is applied in terms of purpose and in terms of the method is considered experimental (Salomon four-group design), which is followed by a survey approach. The population under study consists of all the clients of the Ambirkabir Branch of Asia Insurance Company in Shiraz by the end of December 2014 (412 people). Using Cochran formula, 200 individuals were were randomly selected as the sample. Two independent questionnaires were used to collect the data. Research questionnaires were collected before and after recieving financial rewards (granting of discounts, providing free insurance and giving out gifts based on their purchase) and non-financial rewards (contact with the client in person and on the phone for the provision of insurance consulting services and placing the customer within the special customer group and introducing them to the social networks of the company's customers), and also before and after the granting of instant and long-term rewards. Paired t-test and dependent t-test were used to analyze the data.
Findings
The findings indicate the impact of instantaneous program on customer loyalty. This is associated with the analysis where friendly and cooperative relationships with the company has led to continuous and consistent customer relationship with the company. On the other hand, a better understanding of the needs and expectations of the customer and maintaining a positive relationship with him, influencing the positive emotions and feelings of the client in using the insurance services and building an emotional value to the insurance company have all been effective. Besides, running an instant messenger program gives customers a sense of belonging and specificity. The economic conditions of the Iranian society have been falling dramatically over the past years and it is natural that provision of financial rewards, discounts coupons and free gifts can increase their loyalty to a particular insurance company. Other findings indicated that the instantaneous programs were not effective on customer loyalty. In fact, since the customers may consider such a positive attitude in his first encounter up until the last deal with the insurance company as their right, one should not expect the implementation of long-term programs to have a significant effect on their loyalty. Eventually, hard programs have been effective, to some extent, on customer loyalty.
 
Conclusion
In order to design loyalty programs, it is recommended that, in addition to forming a customer club and designing a loyalty card, virtual interaction with the customers will be developed to identify needs, meet their needs and improve loyalty. It is suggested to use greetings, postcards, booklets, ezines, and etc while implementing soft loyalty programs. On the other hand, the provision of personal services such as insurance consulting services, outsourcing services and personalization of the virtual interactive environment with the client can be placed on the agenda of the company. In implementing hard loyalty programs, you can also share with the customer the profit from applying their corrective comments on the provision of services, discounts, free sidelong insurance, and the gifts and rewards in proportion to the volume of purchases, increased customer loyalty and increased trust in company products and services. It should be noted that according to the results of the research, the implementation of soft instantaneous programs was the priority and postponement of such programs is not desirable for the customers. On the other hand, the company can also pay attention to the hard instantaneous and long-term issues along with these measures.
 

کلیدواژه‌ها [English]

  • Loyalty program
  • Hard and soft programs
  • Instant and long-term programs
  • Customer Loyalty

مراجع

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مدیریت بازرگانی
دوره 11، شماره 2
1398
صفحه 259-276

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