|
Abstract
|
Since the competition is tense in insurance industry, therefore insurance companies must improve the quality of their services based on customer demands. In addition, they must maintain the loyalty of existing customers to attracting more customers. Thus, customer relationship management is one of the important issues in the insurance industry. Insurance companies should be aware of limited resources and budgets, they cannot consider all customers alike but they should only concentrate their investment on profitable customers and customer lifetime value in such a way that can help them in this regard. The purpose of this study is evaluating the effect of customer relationships management on the customer lifetime value of Iran Insurance Company clients by relationship quality variable in Mashhad. The methods of data collection is descriptive and from type of correlation study. The statistical population of this study is the customers that use the third party insurance services of Iran Insurance Company in Mashhad, using Cochran's sample size formula for the unlimited data, 394 were selected. For data collection, the questionnaire that was designed by was used. Reliability of data collection tools it confirmed through Cronbach's alpha and validity of data collection tools it confirmed through content validity. In this study, the main variable include customer relationship management, relationship quality and customer life value. Relationship quality includes three dimensions: satisfaction, trust and commitment and customer lifetime value includes three dimensions: loyalty, tend to use verbal (Purchase Intention) and Word of Mouth. The techniques used for data analysis is structural equation modeling and AMOS software. Findings revealed that customer relationship management has significantly positive effect on relationship quality and relationship quality positively affects the Iran Insurance company customer’s lifetime value. Therefore, the implementation of customer
|