The relationship between the seller's ethical behavior and the satisfaction, trust and loyalty of policyholders in life insurance

Vazifehdust, H.; Memarian, Sh.

doi:10.22056/ijir.2014.01.06

Document Type : Original Research Paper

Authors

H. Vazifehdust ¹
Sh. Memarian ²

¹ Department of Business Management, Islamic Azad University, Science and Research Unit, Tehran, Iran

² Department of Business Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran

https://doi.org/10.22056/ijir.2014.01.06

Abstract

The present study investigates the relationship between ethical selling behavior of the seller and the satisfaction, trust and loyalty of customers (insurers) in the life insurance of an insurance company. In life insurance marketing, there is a kind of mutual relationship between the seller and the customer as a special form of marketing, and as a result, the seller and the customer or the policyholder both affect the sales result. The seller, as the first interface of the organization, has a significant impact on the customer's perception of the reliability of the service provider organization and the value of its services, and ultimately the continuation of the customer's relationship with the seller's organization.
The statistical population of the present study consists of insurance policy holders of an insurance company in Tehran city and the number of the investigated sample was determined to be 384 people. The partial least squares method was used to analyze the data and test the hypotheses.

The results indicate that ethical sales behavior has a direct effect on customer satisfaction and customer trust in the company. Customer satisfaction and customer trust in the company also have a direct effect on customer loyalty. Also, ethical sales behavior does not have a direct effect on customer loyalty, but its positive effect on customer loyalty is significant through mediating variables of customer satisfaction and customer trust in the company.

Keywords

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Iranian Journal of Insurance Research

The relationship between the seller's ethical behavior and the satisfaction, trust and loyalty of policyholders in life insurance

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Volume 3, Issue 1 - Serial Number 7
January 2014
Pages 71-84

The relationship between the seller's ethical behavior and the satisfaction, trust and loyalty of policyholders in life insurance

Letters to Editor

Send comment about this article

Volume 3, Issue 1 - Serial Number 7January 2014Pages 71-84

Volume 3, Issue 1 - Serial Number 7
January 2014
Pages 71-84