Evaluating the Relationship between Quadruple Concept of CLV and Triple Organization Values in Insurance Companies

Abstract

This paper aimed to examine the relationship between concept of CLV and organizational values. The new integrated CLV concept has four dimensions: base, future, network and learning. The organizational values include employees’ value, shareholders’ value and customers’ value, and each value is individually measured based on three components of attraction, satisfaction and loyalty. The presented conceptual model includes 13 variables and is formed based on the relationship between integrated CLV concept and each of those organizational values. Then, the model was evaluated compared to a functional sample. Insurance branches in Tehran were selected as our Statistical Society and 1536 questionnaires were collected.. SPSS software was used for analysis of all the relationships. The results showed that there is a significantly positive relationship between new CLV concept and each of those three organizational values, so that any increase or decrease in the values has its own positive direct impact on the new CLV concept

Keywords

• CLV
• Customer’s value
• Employee’s value
• Organization value
• Shareholder’s value