Survey on the role of Relationship Insurance Marketing Strategies on Perceptions of Customers about Services Quality and their Gratitude

Abstract

Todey, insurance, as an economic tool, has become a major industry in the country that provides services to various classes of society. Insurance has a key role in strengthening the economic power of the community, providing security and confidence at the community level, as well as expanding the production and service activities. In this research, we have tried to investigate the effect of Relationship marketing Strategies on customer perceptions about the quality of services and his gratitude in private insurance companies. This is an applied and descriptive study and has been performed by survey method. The research population is 389 the customers of private insurance companies of Tehran selected by random sampling method. The questionnaire based on Likert spectrum was used in order to collect information. Structural equations’ modeling was used to analyze research data with Lisrel software. Based on the findings of the research, it was concluded that there is a significant and positive relationship between the variables of financial, structural and social ties with the perceptions of customers about service quality and their gratitude. Also, Relationship marketing strategies has a positive and significant effect on customer gratitude and customer perception of service quality in private insurance companies.

Keywords

• relationship marketing strategies
• customer gratitude
• perceptions of customers about services quality