The model for explaining the behavioral intention of consumers to buy more (Case: Insurance Industry)

Abstract

Current research might be aimed to investigate the relationship between service quality, perceived value of, customer satisfaction and image on consumer behavior trends. By according to the data collection component this study is descriptive correlation survey on a sample of 517 people from Iranian insurance customers in Asia and North Khorasan. Among the limitations of this research can be named on expensive and be unavailable to all customers of insurance industry. This study investigated the 9 hypothesis that the results of correlation analysis and regression equations for all variables were positive and significant assumptions, but, in confirmatory factor analysis and structural equation modeling, The 2 hypothesis that examined the relationship between service quality and behavioral intention and also the relationship between perceived value and the company's image, were rejected. From the managerial implications of the study, it`s trying to examine the relationship between service quality and perceived value and its impact on customer satisfaction, Corporate image and consumer behavior trends which can be used in many industries and organizations. The innovative research is also the examining of present model with the size of variable which offers high quality service and value created for the customer which can be the high customer satisfaction. Thus, the mental images of the company have been affected and ultimately keep customers.