Journal of Business Management Perspective

Journal of Business Management Perspective

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

Document Type : Original Article

Authors
Mahyar Mohaghegh Montazeri 1
Mohsen Akbari 2
Mohstafa Ebrahimpour Azbari 2
1 MSc. Business Administration, University of Guilan
2 University of Guilan
10.48308/jbmp.19.43.171
Abstract
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.
Keywords
Customer Intimacy
Belief
Attitude
Consumer Behavioral Intentions
New Insurance Services
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