Identifying the effect of marketing mix 4C's on customers satisfaction of life insurance (Case study: Pasargad insurance offices in Tehran)
الموضوعات :Mohammad reza babaei 1 , Reza Mostakhtemi 2 , Sima Esmaili 3
1 - Dpt of industrial management College of management and Accounting, Yadegar-e-Imam khomeini(RAH), Shahre Rey branch, Islamic Azad University, Tehran, Iran
2 - MBA Student, Dpt of Business Management, Yadegar-e-Imam khomeini(RAH), Shahre Rey branch, Islamic Azad University, Tehran, Iran
3 - 3- Ma In English Language Education , Islamic Azad University of Garmsar,Iran
الکلمات المفتاحية: Customer Satisfaction, life insurance, marketing mix 4C’s,
ملخص المقالة :
In today’s competitive world, customer satisfaction for insurance companies is important with respect to rapid changes in competitive positions and marketing situations. For this reason, different models are designed for measurement of customer's satisfaction. One of them is marketing mix 4C’s that increases customer satisfaction and loyalty by addressing customers interests about a product or a service.The general goal of this research is identifying effect of marketing mix elements on customer's satisfaction of life insurance. It was carried out in 96, at Pasargad insurance offices in Tehran. The method of this research was descriptive and correlation and required data was collected through questionnaire. In order to measure the validity research instruments, designed questionnaire was given to 30 specialists and supervisors.Cronbach’s Alpha value for the questionnaire was (α=0.92). The population for this research was 391 customers of Pasargad life insurance that was selected through a stratified sampling. After data extraction, statistical analysis was carried out by SPSS 21 and Amos 21 soft wares. Based on the analysis results, among marketing mix 4C’s (clients, costs, communications convenience) only communications had meaningful effect on customer's satisfaction of life insurance.
