Assessment of the Relation Between Service Quality and Customer Loyalty (Case Study: Iran Insurance Co)
The aim of this paper is to assess the effect of service quality on customer loyalty for Iran Insurance Company’s Tehran province customers. In order to evaluate service quality, Servprov’s performance based scale model was utilized. This model consists of physical appearance, reliability, answerability, guarantee, and empathy aspects. For customer loyalty assessment, factors such as purchase repetition and referrals to others were considered. The research is descriptive and Likert’s multiple answer survey was used. The statistical audience consisted of all Iran Insurance’s customers in the province of Tehran. The statistical sample was formed by 420 individuals who were selected by random sampling. For correlation analysis, Pearson’s correlation analysis was used. Results showed that at 95% reliability, service quality had significant effect on customer loyalty.
Physical Appearance, Answerability, Guarantee, Reliability, Empathy, Servprov Model, Customer Loyalty
Azar, Adel and Momeni (2008), “statistics and its practical uses in management”, first edition, Semat Publications, Tehran, p 67-71.
Shekari, Gholamabas (2015), “Assessment of service quality and its relation with customer loyalty in Saman Bank”, Masters Dissertation, Mashhad Azad University, p 27-42.
Christopher Lavlack, Lauren Right (2007), “Principles and Management of Services Marketing”, Semat Publications, p 33-60.
Haghighi, Mehdi (2015), “Comparison of Governmental and Private Sector Insurance Companies in Iran’s Insurance Industry”, 3rd Edition, p 47-55.
Brady, M. K., Cronin, J. J, (2002). And Brand, R. R. “Performance only Measurement of Service Quality: A Replication and Extension “, Journal of Business Research, Vol.55, No.1, pp17-31.
Taylor, S.A, Goodwin, S. (2004)”The importance of brand quality to customer loyalty”, Journal of product & Brand management, vol. 13. No. 4. pp 217-227.
Abouzar Sadeghzadeh, M Haghshenas, M Nassiri Yar, R Shahbazi, “The Measurement of Factors Influencing User Satisfaction in a FLMS”, IGI Global, volume 3, issue 2, 2015.
Chen, HJ. (2014). “Exploring Relationships among Health Care Quality and Patient Satisfaction on Patient Loyalty by Applying PZB Model” [Thesis]. China: Institute of Health Care management.
Melter J. J., Hansan T, (2006).” An Empirical examination of brand loyalty “Journal of Product & Brand Management, No.7, pp442-445.vol15.
Mohammad Ghamari, Balazs Janko, R. Simon Sherratt, William Harwin, Robert Piechockic and Cinna Soltanpur, “A Survey on Wireless Body Area Networks for e-Healthcare Systems in Residential Environments”, Multidisciplinary Digital Publishing Institute (MDPI), volume 16, issue 6, 2016.
Maryam Haghshenas, Abouzar Sadeghzadeh, Mojtaba Nassiriyar, Roghayeh Shahbazi, “Higher Education-Workforce Relationship and Higher Education Job Satisfaction”, IGI Global, 2015.