اثرگذاري اعتماد بر تمايلات خريد مجدد و حمايت مشتريان از شركت‌هاي بيمه

The effect of trust on repurchases tendencies and customer support of insurance companies

اﻋﺘﻤﺎد ﺑﻪ ﺑﯿﻤﻪ ﻣﻬﻢﺗﺮﯾﻦ رﮐﻦ ﭘﯿﺸﺮﻓﺖ ﺻﻨﻌﺖ ﺑﯿﻤﻪ اﺳﺖ و ﺗﺎ زﻣﺎﻧﯽ ﮐﻪ اﯾﻦ اﻋﺘﻤﺎد ﺑﻪ وﺟﻮد ﻧﯿﺎﯾﺪ ﺧﺮﯾﺪ ﻣﺠﺪدي ﻧﯿﺰ در ﮐﺎر ﻧﺨﻮاﻫﺪ ﺑﻮد. در ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﻪ ﺑﺮرﺳﯽ اﺛﺮﮔﺬاري اﺑﻌﺎد اﻋﺘﻤﺎد و ارزش ﺑﺮ وﻓﺎداري ﻣﺸﺘﺮﯾﺎن در ﺑﺨﺶ ﻫﺎي دوﻟﺘﯽ و ﺧﺼﻮﺻﯽ ﺑﯿﻤﻪ ﭘﺮداﺧﺘﻪ ﻣﯽ ﺷﻮد. اﯾﻦ ﭘﮋوﻫﺶ ازﻧﻈﺮ ﻫﺪف، ﮐﺎرﺑﺮدي و ازﻧﻈﺮ ﺟﻤﻊآوري دادهﻫﺎ، ﺗﻮﺻﯿﻔﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﭘﮋوﻫﺶ را ﻣﺸﺘﺮﯾﺎن ﺷﺮﮐﺖﻫﺎي ﺑﯿﻤﻪ دوﻟﺘﯽ و ﺧﺼﻮﺻﯽ اﺳﺘﺎن ﮐﺮدﺳﺘﺎن ﺗﺸﮑﯿﻞ داده ﮐﻪ ﺑﺮ ﻣﺒﻨﺎي روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﺗﺼﺎدﻓﯽ ﻃﺒﻘﻪﺑﻨﺪيﺷﺪه )ﺑﺮ ﻣﺒﻨﺎي ﺳﻬﻢ ﺑﺎزار( ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﻣﻮرد ﻧﻈﺮ ﻣﺸﺨﺺ ﺷﺪه اﺳﺖ و ﺑﺮاي ﺟﻤﻊآوري دادهﻫﺎ از اﺑﺰار ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﻬﺮه ﮔﺮﻓﺘﻪ ﺷﺪ. ﺑﺮاي ﺑﺮرﺳﯽ و ﺗﺤﻠﯿﻞ دادهﻫﺎ از ﻧﺮماﻓﺰارﻫﺎي LISREL SPSS اﺳﺘﻔﺎده ﺷﺪ. ﻃﺒﻖ ﯾﺎﻓﺘﻪﻫﺎ در ﻣﺴﯿﺮ ﺷﻨﺎﺧﺘﯽ ﻣﺪل، اﺛﺮﮔﺬاري اﻋﺘﻤﺎد از ﻃﺮﯾﻖ ارزش درك ﺷﺪه ﺑﺮ وﻓﺎداري ﻣﺸﺘﺮﯾﺎن، ﺑﺮاي ﺑﺨﺶ ﺑﯿﻤﻪ دوﻟﺘﯽ و ﺧﺼﻮﺻﯽ ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. ﻫﻤﭽﻨﯿﻦ اﺛﺮﮔﺬاري اﻋﺘﻤﺎد ﺷﻨﺎﺧﺘﯽ ﺑﺮ ارزش ﻣﻄﻠﻮﺑﯿﺖ ﮔﺮا در ﻫﺮ دو ﺷﺮﮐﺖ ﺑﯿﻤﻪ ﻫﺎي دوﻟﺘﯽ و ﺧﺼﻮﺻﯽ ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ وﻟﯽ اﺛﺮﮔﺬاري اﻋﺘﻤﺎد ﻋﺎﻃﻔﯽ ﺑﺮ ارزش ﻟﺬتﮔﺮا ﻓﻘﻂ در ﺷﺮﮐﺖﻫﺎي ﺧﺼﻮﺻﯽ ﺑﯿﻤﻪ، ﻣﻮرد ﺗﺄﯾﯿﺪ واﻗﻊ ﺷﺪ. در ﺣﺎﻟﺖ ﮐﻠﯽ، ﺷﺪت اﺛﺮ اﻋﺘﻤﺎد و ارزش ﺑﺮ وﻓﺎداري در ﺑﺨﺶ دوﻟﺘﯽ ﺑﯿﺸﺘﺮ از ﺑﺨﺶ ﺧﺼﻮﺻﯽ اﺳﺖ.

Trust in insurance is the most important factor of the insurance industry and without this trust, there will be no re-purchase. In the present study, the effect of trust and value dimensions on customer loyalty in the public and private sectors of insurance is investigated. This research is applied in terms of purpose and descriptive in terms of data collection. The statistical population of this study is the customers of public and private insurance companies in Kurdistan province. Based on the stratified random sampling method according to market share, the desired sample size was determined and a questionnaire was used to collect data. . SPSS and LISREL software were used to analyze and analyze the data. According to the findings in the cognitive path of the model, the effect of trust through perceived value on customer loyalty for the public and private insurance sectors was confirmed. The effect of cognitive trust on utility value also confirmed in both public and private insurance companies, but the effect of emotional trust on hedonistic value was confirmed only in private insurance companies. In general, the effect of trust and value on loyalty in the public sector is greater than in the private sector.