Studying the Factors Affecting Fidelity of Policyholders in Asia Insurance Company

Abstract

The present study was conducted aimed to investigate the factors influencing the loyalty of policyholders in Asia Insurance Company to offer a good solution to help service-oriented organizations. In this study, Asia Insurance Company customers are considered as the population of the study that the sample of 384 people was determined by Cochran's formula and using simple random sampling, the sample was selected. This research is descriptive survey. For collecting field data, researcher made questionnaire was designed using AHP method and consultants and supervisors' opinions were used to confirm face and content validity. To respond to questions a 9-point Likert scale was used. Cronbach's alpha coefficient of the questionnaire was obtained as 0.893, and the results show that: Prioritizing loyalty of policyholders is, respectively: service quality, customer satisfaction, perceived image, the appropriate personnel, using the tools of sales promotion, and physical location. Customers' feeling secure in their interaction with the branches from service quality dimensions, emphasis on doing things properly and without error in the first action from customer satisfaction dimension, effective and efficient work done by staff from appropriate personnel dimension, easy access to branches from physical location dimension, reputation of the insurer company from perceived image dimension, and discounts from sales promotion tools have the best status in increasing loyalty of the customers