Examine the sale ethical impact at the trust and loyalty policyholders’ life insurance (Case Study: Iran Insurance Company in Tehran)

Agricultural Marketing and Commercialization Journal

مقاله 7، دوره 3، شماره 1، شهریور 2019، صفحه 62-70   

نوع مقاله: Original Research

چکیده

The purpose of this study is to evaluate the effect of ethics on life insurance insurers' trust and loyalty in Iran Insurance Company in Tehran. This study is descriptive, and a standard questionnaire was used to collect data. The validity and reliability was confirmed by professors and experts, and also, it was confirmed using confirmatory factor analysis, and reliability of the questionnaire was confirmed using Cranach's alpha, (α=0.811 for ethics sale), (α=0.766 for trust), and (α=0.850 for loyalty). The sample of the study, involving 384 patients, and the availability random cluster sampling method was used. Kolmogorov-Smirnov test, and structural equation modeling, has been used to analyze the data. The results show that morality sales and confidence in the loyalty insurers life insurance, has positive and significant effect on Iran Insurance Company in Tehran, as well as ethics sale, has a significant positive effect on life insurance insurers' confidence, and the mediating role of trust insurers in the relationship between ethics, sales and loyalty, was confirmed.

کلیدواژه‌ها

Iran Insurance Company؛ Loyalty؛ Sales Ethics؛ Trust