Organizational Culture Management

Organizational Culture Management

Investigating the effect of aspects of communication quality on the Iran insurance company's customer behavioral and attitudinal loyalty

Document Type : Research Article

Authors
Soheil Nejat 1
Saeid Sehhat 2
Farshid Khamoie 3
1 Ph.D Student of Business Management, Tarbiat Modares University, Tehran, Iran
2 Associate Professor, Faculty of Management and Accounting Allame Tabataba’i University, Tehran, Iran
3 Ph.D Student of Organizational Behavior Management, Kharazmi University, Tehran, Iran
10.22059/jomc.2016.60489
Abstract
Today, companies with superior performance in various industries are moving towards customer retention and loyalty. Because they have found that it is very expensive to attract a new customer and to maintain its position in the highly competitive environment they need loyal customers. Therefore, identifying the factors that affect on customer loyalty is very important. Hence, this study examines the impact of dimensions of communication quality (trust, satisfaction and commitment) on behavioral and attitudinal loyalty. This study is an applied research with descriptive analytical methodology. A structural equation modeling approach is employed to examine the relationship posited in this study. The Statistical population of this study were representatives of the Iran insurance company's customers in the city of Tehran. Through random sampling 106 individuals sample was determined. To collect data, 150 questionnaires were distributed. A total of 150 questionnaires were distributed to collect data. Data were analyzed through the SPSS22 and LISREL8.8 softwares. The results showed that satisfaction and commitment have a positive and significant impact on attitudinal and behavioral loyalty. Also, trust has a positive and significant impact on behavioral loyalty, but has no significant effect on attitudinal loyalty.
 
 
 
Keywords
trust
Satisfaction
Commitment
behavioral loyalty
Attitudinal loyalty
  1. اسفیدانی، محمدرحیم و محسنین، شهریار (1392). مدل­سازی معادلات ساختاری (آموزشی و کاربردی) به کمک نرم‌افزار لیزرل. تهران: مهربان‌نشر.
  2. بامنی‌مقدم، محمد، حیدرزاده، کامبیز و مهرزادی، حامد (1390). بررسی اهمیت ارزش ویژة نام و نشان تجاری در دستیابی به مشتریان وفادار برای تولیدکنندگان ماشین‎آلات صنایع غذایی و آشامیدنی ایران. پژوهش­های مدیریت، دورة 22، شمارة 1، صفحات 38-23.
  3. پناهی وانانی، ماندانا و شعبانی، رضا (1393). بررسی تأثیر خدمات لذت‌بخش و اعتماد بر وفاداری مشتریان. مدیریت بازاریابی، دورة 9، شمارة 25، صفحات 82-67.
  4. رحیم‌نیا، فریبرز، هرندی، عطااله و فاطمی، سیده زهرا (1391). تأثیر کیفیت رابطه با مشتری بر کیفیت ادراک‌شده و وفاداری مشتریان، مورد مطالعه: هتل­های پنج‌ستارة کلان‌شهر مشهد. پژوهش­های مدیریت عمومی، دورة 5، شمارة 17، صفحات 101-83.
  5. رنجبریان، بهرام و براری، مجتبی (1388). تأثیر بنیان­های بازاریابی رابطه­مند بر وفاداری مشتریان: مقایسة بانک دولتی و خصوصی. مدیریتبازرگانی، دورة 1، شمارة 2، صفحات 100-83.
  6. عزیزی، شهریار، قنبرزاده میاندهی، رضا و فخارمنش، سینا (1391). ارزیابی تأثیر شخصیت برند بر وفاداری نگرشی و رفتاری مشتریان به برند هایپراستار. پژوهش­های مدیریت در ایران. دورة 16، شمارة 4، صفحات 123-105.
  7. غفاری آشتیانی، پیمان (1388). هم­پوشی بازاریابی رابطه­مند و مدیریت ارتباط با مشتری. تدبیر، شمارة 188، صفحات 57-54.
  8. کاتلر، فیلیپ و آرمسترانگ، گری (1376). اصولبازاریابی. ترجمة بهمن فروزنده، اصفهان: آترپات کتاب.
  9. کاوسی، سید محمدرضا و سقائی، عباس (1384). روش­های اندازه­گیری رضایت مشتری. تهران: آمه.
  10. کزازی، ابوالفضل (1378). مدیریتکنترلکیفیتفراگیر )نگرشکاربردی(. تهران: مرکز آموزش مدیریت دولتی.
  11. قاضی­زاده، مصطفی، بیگی­نیا، عبدالرضا، عباس­پور، مهرنوش و عنبری، احسان (1390). بررسی تأثیر بازاریابی رابطه­مند بر وفاداری مشتریان با استفاده از مدل توسعه‌یافتة بازاریابی رابطه­­مند (ERM ) مورد مطالعه: (شرکت بیمة ملت). دانشوررفتار،مدیریتوپیشرفت، دورة 18، شمارة 2، صفحات 422-407.
  12. نوروزی، حسین و نجات، سهیل (1395). مدل‌سازی معادلات ساختاری به زبان ساده: نرم­افزارهای WarpPLSو Lisrel. تهران: فوژان.
  13. مؤمنی، منصور و فعال قیومی، علی (1391). تحلیل­های آماری با استفاده از SPSS. تهران: گنج شایگان.

 

  1. Ahmed Doma, S.S.B. (2013). Relationship Quality as Predictor of B2B Customer Loyalty. Systemic cybernetics and informatics, 11(1), 72-78.
  2. Anisimova, T.A. (2007). The effects of corporate brand attributes and behavioral consumer loyalty. Journals of Consumer Marketing, 24(7), 395 – 405.
  3. Ball, D., Coelho, P.S. & Machas, A. (2004). The role of communication of trust in explaining customer loyalty. European Journal of Marketing. 38(9/10), 1272-1293.
  4. Barry, J.M., Dion, P. & Johnson, W. (2008). A cross-cultural examination of relationship strength in B2B services. Journal of Services Marketing, 22(2), 114 –135.
  5. Bennett, R.& Thiele, S.R. (2004). Customer satisfaction should not be the only goal.Journal of Services Marketing, 18(7), 514 -523.
  6. Berry, L.L. (1983). Relationship Marketing Emerging Perspectives in Services Marketing. American Marketing Association, Chicago, IL.
  7. Bose, K.& Bansel, H. (2002). Regain management: issues and strategies. In Jagdish N. Sheth, Atul Parvatiyar & G. Shainesh (Eds), Customer relationship management: emerging concepts, tools and applications, McGraw. Hill, New Delhi, 63-70.
  8. Caceres, R.C. & Paparoidamis, N.G. (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. European Journal of Marketing, 41(7/8): 836-867.
  9. Fontenot, R.J. & Hyman, M.R. (2004). The antitrust implication of relationship marketing. Journal of Business Research, 57, 1212-1213.
  10. Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  11. Hau, L.N. & Ngo, L.V. (2012). Relationship marketing in Vietnam: A empirical study. Asia Pacific Journal of Marketing and Logistics, 24(2), 222-235.
  12. Henning-Thurau, T. & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development. Psychology and Marketing, 14(8), 737-64.
  13. Henning-Thurau, T., Langer, M.F. & Hansen, U. (2001). Modeling and managing student loyalty: an approach based on the concept of relationship quality. Journal of Service Research, 3(4), 331-44.
  14. Henning-Thurau, T., Gwinner, K.P. & Gremler, D.D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-47.
  15. Huang, M., Cai, F., Tsang, A.S.L. & Zhou, N. (2011). Making your online voice loud: the critical role of WOM information. European Journal of Marketing,45(7/8), 1277-97.
  16. Huang, C-H. (2012). The Impact of Relationship Quality on Customer Loyalty. Journal of Contemporary Management, 1929-0128; 1929-0136: 53-68.
  17. Hsieh, Y.C., Chiu, H.C.& Chiang, M.Y. (2005). Maintaining a committed online customer: a study across search-experience-credence products. Journal of Retailing, 81(1), 75-82.
  18. Izquierdo, C.C. & Cillan, J.G. (2005). The impact of customer relationship marketing on the firm performance. Journal of service Marketing, 19(4), 234-244.
  19. Kang, G.D. & Jeffrey, J. (2004). Service quality diminutions: an examination of Gronroos service quality model. Managing Service Quality, 14(4), 266-277.
  20. Kim,D.& Magnini, V.P., Singal, M. (2011). The effects of customers' perceptions of brand personality in casual theme restaurants, International journal of Hospitality Management. 30(2), 448-458.
  21. Kim, K.H., Kim, K.S., Kim, J.H. & Kang, S.H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1), 75–82.
  22. Kotler, P. & Armstrong, G. (1999). Principles of marketing.8th edition, New Jersey: Prentice-Hall.
  23. Liu, C.T., Guo, Y.M. & Lee, C.H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71-79.
  24. Lymperopoulos, C., Chaniotakis, I.E. & Rigopoulou, I.D. (2010). Acceptance of detergent-retail brands: The role of consumer confidence and trust. International Journal of Retail and Distribution Management, 38(9), 719-736.
  25. Morgan, R.M. & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(2), 20-38.
  26. Morgan, R.P. (2000). A consumer-oriented framework of brand equity and loyalty. International Journal of Market Research, 42(1), 65-78.
  27. Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4): 460-469.
  28. Park, I., Cho, J. & Rao, H.R. (2012). The effect of pre- and post-service performance on consumer evaluation of online retailers. Decision Support Systems, 52(2), 415-426.
  29. Puligadda, S., Ross, W.T., Chen, J. & Howlett, E. (2012). When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty. Journal of Retailing and Consumer Services, 19(6), 570-577, available at: http://dx.doi.org/10.1016/j.jretconser.2012.07.002.
  30. Rahmani Nejad, L., Firoozbakht, Z. & Taghipoor, A. (2014). Service Quality, Relationship Quality and Customer Loyalty (Case Study: Banking Industry in Iran). Open Journal of Social Sciences, 2, 262-268.
  31. Reichheld, F.F. & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4): 105-13.
  32. Reza, A. & Rehman, Z. (2012). Impact of relationship marketing tactics on relationship quality and customer loyalty: A case study of telecom sector of Pakistan. African Journal of Business Management, 6(14), 5085-5092.
  33. Rizan, M., Warokka, A. & Listywati, D. (2014). Relationship Marketing and Customer Loyalty: Do Customer Satisfaction and Customer Trust Really Serve as Intervening Variables?.Journal of Marketing Research and Case Studies, doi: 10.5171/2014.724178.
  34. Salciuviene, L., Reardon, L.J. & Auruskeviciene, V. (2011). Antecedents of performance of multi-level channels in transitional economies. Baltic Journal of Management, 6(1), 89-104.
  35. Sanzo, M.J., Santos, M.L., Alvarez, L.I. & Vazquez, R. (2007). The effect of a buyer’s market orientation on attitudinal loyalty toward a supplier: is dependence a moderator? .Supply Chain Management: An International Journal, 12(4), 267-283.
  36. Seshadri, S. & Mishra, R. (2004). Relationship marketing and contract theory. Industrial Marketing Management, 33, 513-526.
  37. Sharifi, S. S. & Esfidani, M. R. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty. International Journal of Retail & Distribution Management, 42(6), 553–575.
  38. Sharma, N. & Patterson, P.G. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional service. Journal of Service Marketing,13(3), 151-70.
  39. Smith, J.B. (1998). Buyer-seller relationships: bonds, relationship management and sex-type. Canadian Journal of Administrative Sciences, 15(1), 76-92.
  40. Sweeney, J.C. & Soutar, G.N. (2011). The marketing practices-performance relationship in professional service firms. Journal of Service Management, 22(3), 292-316.
  41. Timothy, L.K., Bruce, C., Edward, C.M., Alexander, B., Lerzan, A., Arne, D. & Bart, L. (2015). Perceptions are relative: An examination of the relationship between relative satisfaction metrics and share of wallet. Journal of Service Management, 26(1), 2 – 43.
  42. Utami, S. (2015). The influence of customer’s satisfaction on customer loyalty. International Journal of Economics, Commerce and Management United Kingdom, 3(7), 638-653.
  43. Webster, F.E.J. (1994). Defining the new marketing concept. Marketing Management, 2(4), 22-31.
  44. Whyatt, G. & Koschek, R. (2010). Implementing relationship marketing: supermarkets’ perspectives. Marketing Intelligence and Planning, 28(5): 582-99.
  45. Yu, T-W. & Tung, F-C. (2013).Investigating effects of relationship marketing types in life insurers in Taiwan. Managing Service Quality, 23(2), 111-130.
Organizational Culture Management
Volume 14, Issue 4
Winter 2017
Pages 1101-1024