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بررسی تأثیر صمیمیت در شکل‌گیری نیات رفتاری مشتریان بیمه نسبت به خدمات جدید: نقش میانجی باور و نگرش

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نوع مقاله : علمی - پژوهشی
10.29252/jbmp.19.43.171

چکیده

هدف: صمیمیت به عنوان یک مشخصه‌ی مهم روابط نزدیک خدماتی، تأثیر بالقوه و بسزایی در بهبود رفتار مصرف‌کننده داشته است. به این ترتیب، هدف پژوهش حاضر بررسی تأثیر صمیمیت مشتری بر بهبود باورها، نگرش‌ها و نیات رفتاری آن‌ها در مصرف خدمات جدید است.
روش‌: پژوهش حاضر از منظر هدف، کاربردی است و از منظر روش اجرا و گردآوری اطلاعات در زمره‌ی پژوهش‌های توصیفی-پیمایشی قرار می‌گیرد. جمع‌آوری اطلاعات با استفاده از پرسشنامه‌ (با تأیید روایی و پایایی) از میان مشتریان خدمات جدید شرکت بیمه ایران در شهر رشت (تعداد نامشخص و جامعه نامحدود درنظر گرفته شد) و روش نمونه‌گیری غیراحتمالی در دسترس (تعداد نمونه: 267)، صورت پذیرفت. به منظور دستیابی به اهداف پژوهش هشت فرضیه مطرح شد و این فرضیه‌ها با روش مدلسازی معادلات ساختاری و نرم افزار (PLS) مورد تجزیه‌و‌تحلیل قرار گرفتند.
یافته‌ها: یافته‌های پژوهش نشان دادند که صمیمیت به صورت مثبت و معناداری بر باورها، نگرش‌ها و نیات رفتاری مشتریان خدمات بیمه ایران تأثیرگذار هستند. همچنین اثر میانجی باورها و نگرش‌ها بر رابطه‌ی میان صمیمیت و نیات رفتاری مورد تأیید قرار گرفت.
نتایج: صمیمیت با کاهش عدم اطمینان در موقعیت‌های خرید پیچیده مانند خدمات جدید بیمه، می‌تواند بهبود نگرش، وفاداری مشتریان و توصیه‌های مثبت را به همراه داشته باشد. بنایراین، مدیران شرکت‌های بیمه باید راهبردهای بازاریابی رابطه‌ای و سفارشی‌سازی خدمات را در پیش بگیرند و با تقویت مهارت‌های ارتباطی مناسب در نمایندگان فروش خود، ایجاد رابطه‌ی صمیمی با مشتریان را تسهیل نمایند.

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چشم انداز مدیریت بازرگانی
دوره 19، شماره 43 - شماره پیاپی 43
آبان 1399
صفحه 171-196
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  • تاریخ دریافت: 08 بهمن 1399
  • تاریخ بازنگری: 15 اسفند 1399
  • تاریخ پذیرش: 15 اسفند 1399
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