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

نوع مقاله : علمی - پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی دانشگاه گیلان

2 دانشگاه گیلان

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.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effect of intimacy in shaping the behavioral intentions of insurance customers towards new services: The mediating role of belief and attitude

نویسندگان [English]

  • Mahyar Mohaghegh Montazeri 1
  • Mohsen Akbari 2
  • Mohstafa Ebrahimpour Azbari 2
1 MSc. Business Administration, University of Guilan
2 University of Guilan
چکیده [English]

Objective: Intimacy, as an important feature of close service relationships, has the potential and significant impact on improving consumer behavior. Thus, the purpose of this study is to investigate the effect of customer intimacy on improving their beliefs, attitudes, and behavioral intentions in consuming new services.
Methodology: The present research is practical from the perspective of purpose and from the perspective of implementation method and data collection is among the descriptive and survey research. Data were collected by using questionnaire (with validity and reliability) from new services customers of Iran Insurance Company in Rasht and available non-probability sampling method. In order to achieve the objectives of the research, eight hypotheses were proposed and these hypotheses were analyzed by structural equation modeling and PLS software.
Findings: Findings show that intimacy has a positive and significant effect on the beliefs, attitudes and behavioral intentions of customers of Iran insurance services. The mediating effect of beliefs and attitudes on the relationship between intimacy and behavioral intentions was also confirmed.
Conclusion: Intimacy can improve attitudes, customer loyalty and positive WOM by reducing uncertainty in complex shopping situations such as new insurance services. Therefore, managers of insurance companies should adopt relationship marketing strategies and service customization and facilitate the establishment of an intimate relationship with customers by strengthening the appropriate communication skills of their sales representatives.

کلیدواژه‌ها [English]

  • Customer Intimacy
  • Belief
  • Attitude
  • Consumer Behavioral Intentions
  • New Insurance Services

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  • تاریخ دریافت: 08 بهمن 1399
  • تاریخ بازنگری: 15 اسفند 1399
  • تاریخ پذیرش: 15 اسفند 1399

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