Document Type : Original Research Paper

Authors

• H.R. Zeinabadi ¹
• M. Salmasi ²
• A. Soltani Sani ³
• H. Tahmasbi ⁴

¹ Department of Educational Management, School of Management, Kharazmi University, Tehran, Iran

² Department of Decision Making and Policy Making, School of Management, Kharazmi University, Tehran, Iran

³ Department of Industrial Engineering, Amir Kabir University of Technology, Tehran, Iran

⁴ Department of MBA, Sharif University of Technology, Tehran, Iran

Abstract

Many models have been defined and tested in the field of service quality, but none of them have specifically addressed car insurance services, especially in the social and economic environment of Iran. This research, which was conducted using a qualitative method (grounded theory), identified factors affecting the satisfaction and dissatisfaction of car insurance customers and proposed a model. The mental data of the customers was collected through a video test, in written form from 98 real customers and was analyzed by two evaluators through open, central and selective coding in the framework of the grounded theory and with the help of MaxQD software. The reliability of the done coding has also been controlled by measuring Cohen's kappa in different stages. The final model provided for car insurance customers is extracted in three layers of factors (core, factor, and attribute) and with three types of variables. These grounded theory models include 4 core factors related to 1) product and service; 2) value of services; 3) interaction and 4) mental image, each of which includes factors that increase and decrease satisfaction at the same time, some often only increase satisfaction, and some often only decrease satisfaction.

Keywords

• customer satisfaction
• Auto insurance
• Associations Technique
• Grounded theory