Identifying the effect of marketing 4 Cs on customer satisfaction of life insurance (Case study: Pasargad Insurance Offices in Tehran)

In today’s competitive world, customer satisfaction from insurance companies is important with respect to rapid changes in competitive positions and marketing situations. For this reason, different models were designed for the measurement of customer satisfaction. One of them is marketing mix 4C’s that increases customer satisfaction and loyalty by addressing customer’s interest in a product or a service. The general goal of this research is identifying the effect of marketing mix elements on customer satisfaction of life insurance, which was carried out in 2017, at Pasargad insurance offices in Tehran. The method of this research was descriptive and correlational. The required data was collected via a questionnaire. Designed questionnaires were given to 30 specialists and supervisors in order to measure the validity of the research instruments, Cronbach’s Alpha value for the questionnaire was (α=0.92). The subjects of this research were 391 customers of Pasargad life insurance selected through a stratified sampling. After data extraction, SPSS 21 and Amos 21 software did a statistical analysis. Based on the analysis results, among marketing mix 4Cs (Customer values, Costs, Communications, Convenience), only communications had meaningful effect on customer satisfaction of life insurance.