Switching behavior in insurance companies: A consumer psychology approach

Saeid Nia, H.R.; Sehat, S.; Charkhian, M.

doi:10.22056/ijir.2012.02.06

Document Type : Original Research Paper

Authors

¹ Department of Business Management, Islamic Azad University, North Tehran Branch, Tehran, Iran

² Department of Business Management, Allameh Tabatabai University, Tehran, Iran

https://doi.org/10.22056/ijir.2012.02.06

Abstract

The main purpose of the current research is to investigate the effect of the consumer's personality characteristics and the relationships perceived by him on the willingness to change the brand, taking into account the moderating role of the severity of service weakness in the insurance market. For this purpose, the statistical population of liability insurance policyholders of "A", "B" and "C" insurance agencies and branches in Tehran city in 2009 was used and 180 samples were selected by a non-relative stratified method and the necessary information was obtained through a questionnaire. In order to analyze the data and statistical analysis, partial least squares method was used and the data were analyzed using PLS software. The results showed that when the intensity of service weakness is high, people with an internal locus of control are more inclined to switch brands than those with an external locus of control. Also, when the severity of service weakness is high, high emotional involvement in relationships perceived by the customer reduces his desire to change the consumer brand.

Keywords

Letters to Editor

IJIR Journal welcomes letters to the editor for the post-publication discussions and corrections which allows debate post publication on its site, through the Letters to Editor. Letters pertaining to manuscript published in IJIR should be sent to the editorial office of IJIR within three months of either online publication or before printed publication, except for critiques of original research. Following points are to be considering before sending the letters (comments) to the editor.

[1] Letters that include statements of statistics, facts, research, or theories should include appropriate references, although more than three are discouraged.

[2] Letters that are personal attacks on an author rather than thoughtful criticism of the author’s ideas will not be considered for publication.

[3] Letters can be no more than 300 words in length.

[4] Letter writers should include a statement at the beginning of the letter stating that it is being submitted either for publication or not.

[5] Anonymous letters will not be considered.

[6] Letter writers must include their city and state of residence or work.

[7] Letters will be edited for clarity and length.

Name *

Email Address *

Affiliation *

Comments *

Security Code *

Iranian Journal of Insurance Research

Switching behavior in insurance companies: A consumer psychology approach

Letters to Editor

Send comment about this article

Volume 1, Issue 2 - Serial Number 2
July 2012
Pages 158-170

Switching behavior in insurance companies: A consumer psychology approach

Letters to Editor

Send comment about this article

Volume 1, Issue 2 - Serial Number 2July 2012Pages 158-170

Volume 1, Issue 2 - Serial Number 2
July 2012
Pages 158-170