Providing a tool to study the factors affecting customer portfolio management (CPM) in the insurance industry

Subject Areas : Financial engineering

ali akbar  jafri ¹ (Department of Business Management, Rasht Branch, Islamic Azad University, Rasht , Iran)
kambiz  shahroodi ² (Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.)
seyed mahmoud  shabgoo monsef ³ (Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.)
narges  delafrooz ⁴ (Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.)

Received: 2020-10-21 Accepted : 2020-12-14 Published : 2021-06-22

Keywords: Customer Relationship, Human Factors, Management, customer experience,

Abstract :

Investigating customer relationship based on customer portfolio management (CPM) in the insurance industry is a phenomenon that is associated with growth and development in this area, customer satisfaction, and consequently, the success of the program in this area, and recognizing the components and using tools in this area are very important. This study was conducted to provide a tool to investigate the components affecting customer portfolio management (CPM). This was a descriptive study whose content validity was confirmed through a pilot study and a survey of respondents and ten experts in the field studied. The reliability of the study was confirmed by internal consistency and Cronbach's alpha. After this stage, the questionnaires were distributed among the study sample of 384 insurance customers in Tehran who were selected by simple random sampling. 6 main components in the questionnaires were obtained based on factor analysis. The results indicated that Cronbach's alpha was 0.79 for the whole questionnaire and 0.72, 0.79, 0.77, 0.71, 0.78, and 0.70, respectively, for each of the subscales of customer attitude, customer value, organizational factors, customer experience, customer loyalty, and mental image. The obtained Cronbach's alpha had a good value.