Document Type : Original Research Paper
Authors
Department of Management, Faculty of Management, Imam Reza International University, Mashhad, Iran
Abstract
BACKGROUND AND OBJECTIVES: Achieving customer satisfaction is the most important factor in competition among organizations. Therefore, knowing the level of customer satisfaction is very important for managers. Companies active in the insurance industry and also insurance managers need to know the level of satisfaction of policyholders to improve their activities, but before that, to measure the satisfaction of policyholders, there is a need to identify the factors that affect the satisfaction of policyholders such as value creation, customer knowledge, and service innovation. The purpose of this research is to investigate the effect of service innovation on customer satisfaction with the mediating role of value creation and customer knowledge in the insurance industry.
METHODS: The current research is applied in terms of purpose and is a quantitative research in terms of descriptive-correlation data collection and data analysis. The statistical population under study includes all the insurance policyholders of Sarmad Insurance whose place of business is Shahid Hashminejad Refinery in Mashhad. Using the available non-random sampling method and Cochran's formula, 132 people were selected as the statistical sample size of the research. The most important tool for collecting information in the field section was questionnaire. To analyze the data, the structural equation technique was used using Smart PLS software.
FINDINGS: The results of data analysis showed that service innovation has a positive and significant effect on customer satisfaction of Sarmad Insurance Company. Also, the positive and significant effect of service innovation on customer knowledge and customer value creation was confirmed. Based on the obtained results, it was found that customer knowledge has a positive and significant effect on customer satisfaction with Sarmad Insurance Company. The positive and significant effect of value creation on customer satisfaction was confirmed. The mediating role of the customer value creation variable in the effect of service innovation on customer satisfaction of Sarmad Insurance Company was confirmed. Finally, it was found that customer knowledge mediates the effect of service innovation on customer satisfaction of Sarmad Insurance Company.
CONCLUSIONS: The results of the research can help the managers of all insurance companies in general and the managers of Sarmad Insurance Company, in particular, to try to create value for customers by adopting strategies ultimately leading to enhancing customer satisfaction. Also, improving the level of customers' awareness and knowledge of insurance products and services will increase the attraction of insurance policyholders and their investment in the company. For this purpose, it is suggested that Sarmad insurance managers create value for customers through measures such as personalization and customization of insurance products and services. It seems that conducting continuous surveys is a good way to record the views, opinions, suggestions, and criticisms of customers, to correct the weaknesses and shortcomings, and to identify customers' needs for designing products. It is also recommended that Sarmad Insurance managers provide useful information about Sarmad Insurance products and services to policyholders through various sources and tailor-made advice.
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