University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Brand hate typology in mobile phone users (Case study by students of Khorramabad universities)
1
20
FA
Sayed Najmmedin
Mousavi
7729-6969-0002-0000
Associate Professor Department of management, Lorestan University, Khorramabad, Iran
mousavi.na@lu.ac.ir
ayoob
sheikhizade
0000-0002-3117-7162
Lorestan University, Khorramabad, Iran
ayoob.sheikhizade@gmail.com
Saber
Taghipour
0000-0002-6626-6915
PhD Student in Public Administration, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
sabertaghipour87@gmail.com
10.34785/J018.2022.307
Consumer reactions to goods and services are not just positive. Sometimes, after using a certain brand, there are situations in the person that have a negative aspect. These conditions are called brand hatred. Accordingly, the main purpose of the present study was the typology of brand hatred. This study is based on the purpose of the application and in terms of how to collect descriptive-survey data. The statistical population of this study is all students of Khorramabad universities who use mobile phone brands. Assuming an unlimited statistical population and relying on the Cochran's sampling formula with the non-probabilistic sampling method, 380 students were identified as the sample. The required data were collected using a questionnaire whose content validity was collected with the opinion of professors and experts in marketing and brand management and its reliability was confirmed using Cronbach's alpha coefficient. Relationship analysis in this study was performed using structural equation modeling test with partial least squares approach using SMART-PLS software. The results show that the three components of hatred, anger and contempt play a role in the formation of brand hatred. Also, brand hatred leads to consequences, the most important of which is brand change. In addition, the results show that consumers are more inclined to take indirect revenge on the brand in what they hate about the brand. Based on this, the findings of this study can be used to develop strategies for managing customer relationship management with the use of managers of brand-oriented organizations.
Brand hatred,brand,Typology,indirect revenge on brand,Khorramabad
https://cbs.uok.ac.ir/article_62002.html
https://cbs.uok.ac.ir/article_62002_b93975350cb3f000ea18680c0e2fd321.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Designing Diversified Sales Strategy by Using Database Marketing (Case Study: Active Insurance Company in Free Trade Zones)
21
45
FA
Mehran
Rezvani
Associate Prof., Faculty of Entrepreneurship, Tehran University, Tehran, Iran
m.rezvani@ut.ac.ir
Noor al-Huda Sadat
Asadi
Master of Entrepreneurial Management, Faculty of Entrepreneurship, University of Tehran, Iran
h.asadi@gmail.com
Marzieh
Rezaee
Master of Entrepreneurial Management, Faculty of Entrepreneurship, University of Tehran, Iran
radindandelion@gmail.com
10.34785/J018.2022.561
Today, new economic, political, cultural and social trends have emerged in the business environment that has changed the business environment and new challenges are facing businesses. As a result, there is a very difficult competitive environment for businesses to be able to sustain themselves in this situation. One of the most important processes that are the foundation of business success in this situation is sales, and what is choosing the best sale strategy and it uses fundamental innovation, leads to more sales and profit maximizing. Therefore, the main attempt of this research is to design various sales strategies by using database-based marketing methods in the active insurance company in free trade zones. This research is applied based on purpose, how to collect data is descriptive and the research method is a case study with a qualitative approach. Data collection was done through an internal portal and interview with insurance company technical experts. Plus, In the field of research methods, database-based marketing methods have been used on customers’s buying behavior and the composition of the best selling insurance field has been obtained in different regions; so, customers classification is based on demographic variables by clustering method. The results of the research indicate the optimal offer of combining the best-selling insurance field through various sales methods in right areas for people who are more likely to buy than others, which ultimately increases the insurance company’s portfolio.
"Database-based marketing","Sales strategy","Cross-selling","Insurance "
https://cbs.uok.ac.ir/article_62006.html
https://cbs.uok.ac.ir/article_62006_98964a6c47616df4859db37830482aed.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
The Effect of Switching Cost on Customers Loyalty and Likelihood of Churn
46
61
FA
Omid
Mahdieh
0000-0001-5148-7179
Assistant Professor, Department of Management and Accounting,
University of Zanjan, Zanjan, Iran.
omidmahdieh@gmail.com
Reza
Pirayesh
0000-0001-8495-7384
Associate Professor, Department of Management and Accounting, University of Zanjan,
Zanjan. Iran.
r-pirayesh@znu.ac.ir
Minoo
Baboli
Master of Business Administration, Department of Management and Accounting, University
of Zanjan, Zanjan, Iran.
minobaboli@znu.ac.ir
10.34785/J018.2022.492
Increasing competition in the industry and services and increasing the level of knowledge and awareness of customers has led to more customer care. Given that it is more costly to acquire a new customer than to establish a wider and deeper relationship with current customers, the issue of customer churn and the identification of the factors affecting it is of particular importance. The purpose of this research is to investigate the effect of brand satisfaction and switching cost on customer churn. The present study is descriptive-survey method. The research population consists of home appliances buyers (domestic refrigerator) in Zanjan. The sample size was 384 people and convenience sampling method was used The data were collected through a questionnaire whose overall reliability was approved by using Cronbach Alpha. Its validity was approved by the supervisors and consultants and a number of experts. For testing the hypotheses structural equation modeling by using Amos software was utilized. The results confirm the impact of switching cost and brand satisfaction on customer churn. Increasing the switching cost reduces the likelihood of customer churn, but increasing satisfaction has a negative effect on customer churn. Positive effect of brand satisfaction on behavioral loyalty through attitudinal loyalty and the effect of brand satisfaction on behavioral loyalty through customer churn and also the switching cost on customer's churn due to brand satisfaction was confirmed. In other words, although increasing satisfaction leads to customer loyalty but with increasing likelihood of customer churn, customer loyalty decreases.
Switching cost,Customer churn,customer satisfaction,Customer loyalty
https://cbs.uok.ac.ir/article_62001.html
https://cbs.uok.ac.ir/article_62001_d965cbd5bbef348b43aa510e15ee9a5a.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Identifying Factors Affecting Consumer Channel Choice in Order to Determine the Optimal Pricing Strategy of Multichannel Companies (Case Study: Retail Industries)
62
83
FA
Mohsen
Nazari
0000-0003-2861-2052
Associate Prof. in Faculty of Management, University of Tehran, Tehran, Iran
mohsen.nazari@ut.ac.ir
Mohammad Ali
Shah Hoseini
Business Management Dep.Faculty of management,, University of Tehran
shahhoseini@ut.ac.ir
Atefeh
Hesaraki
Ph.D. in Marketing ,Faculty of Management, University of Tehran
atefeh.hesaraki@ut.ac.ir
Mehrshad
Nazari
0000000312984353
Entrepreneurial management,, University of Tehran, Tehran, Iran
mehrshadnazari@gmail.com
10.34785/J018.2022.790
With the spread of the Internet in the business environment; The retail infrastructure has changed, providing new and creative opportunities for marketing and sales activities through various channels, as well as greater flexibility in marketing and pricing decisions for retailers. The purpose of this study is to identify the factors affecting consumer channel choice in order to determine the optimal pricing strategy of multi-channel companies. In this regard, 13 managers of multi-channel companies in different industries were interviewed. In order to analyze the data, the data theory method of the Glaser method was used and the initial codes were identified. Based on the analysis, 418 codes were identified as primary codes. After coding the researches, duplicate codes were removed. According to their semantic similarity and closeness, they were classified into 8 categories including: demographics, product characteristics, retail services, psychological, physical environment, social needs, emotional needs and perceptual value. At the end of this article, according to the mentioned categories, some useful suggestions for choosing the optimal pricing strategy in multi-channel retailers are presented for their managers.
Channel Choice,Multichannel Retailers,Retail Services,Psychology,Demographics
https://cbs.uok.ac.ir/article_62019.html
https://cbs.uok.ac.ir/article_62019_be97b40a439162488832086a511f883b.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Online Customer Experience model in times of Covid19
84
106
FA
faezeh
Mohammadi
0000-0002-2590-3471
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
fae.mohammadi.mng@iauctb.ac.ir
Sina
nematizadeh
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
sin.nematizadeh@iauctb.ac.ir
seyed abbas
Heydari
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
abbas.heydari70@yahoo.com
hosein
safarzadeh
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
hr.safarzadeh@gmail.com
10.34785/J018.2022.292
Identifying customer behavior, especially customer experience, is a vital driver for the survival and profitability of companies. The dimensions and themes of this construct are very dynamic and changeable, its forming depends on the contextual situation. The more the environmental conditions are unstable, the more correct and timely identification is important. During pervasive crises, the impact of environmental factors on customer behavior is drastically severe. Customers are interested in online shopping due to the obligation made by new regulations: curfews and social distancing during the Covid 19. Subsequently, identifying customer behavior became more and more important to experts and researchers. The purpose of the study is to identify the dimensions and themes, and providing a model for online customer experience in this critical era. The qualitative meta-synthesis research approach was employed to systematically analysis and assessment of previous researches. The research population includes all relevant articles and researches. By reviewing 36 selected articles among 326 initial articles, 7 dimensions, 18 themes and 63 codes were identified. Validity and trust of the dimensions, themes and codes were confirmed (kappa = 0.71). The codes were ranked using Shannon entropy technique, the level of support of previous researches for the research findings was calculated. In this study, two important results were obtained. First, during Covid19, there are seven dimensions in the online customer experience model, including company, app/site, product/service, security, purchase, hygiene, and emotional experiences, revealing a new categorization. Second, the dimensions and themes are significantly different from previous models of this construct.
Covid19,meta-synthesis,Online customer experience
https://cbs.uok.ac.ir/article_62037.html
https://cbs.uok.ac.ir/article_62037_ce2e8dd2f5c20340792c0569b90f0b50.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Designing a Consumer Behavior Management Framework in the Prevalence of Worldwide Pandemics (Case Study: Covid 19)
107
131
FA
Abbas
Abbasi
0000-0002-1325-9199
,Department of Management, Faculty of Economics, Management and Social Sciences, Shiraz
University, Shiraz, Iran
aabbasi@shirazu.ac.ir
Leyla
Hatami
0000-0002-9012-0481
کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران
leyla.hatami93@gmail.com
10.34785/J018.2022.625
This study provides a framework for how to manage consumer behavior during the outbreak of global pandemic’s by focusing on Covid 19 in a direction that leads to favorable results for retailers. The importance of this research is that at present, due to the spread of epidemic disease and the resulting recession, many changes in consumer behavior can be observed and since retailers are highly influenced by changes in consumer behavior because of their inherent characteristics, having a framework to guide their practice can greatly help them; forasmuch as even in critical situations, by implementing appropriate strategies, business performance can be maintained or even improved. In order to present this framework, qualitative content analysis method with inductive approach was used. The sampling method in the present study is purposeful, after analyzing 27 relevant and valid studies and conducting interviews with experts in the field of consumer behavior by snowball method, the framework for how to manage consumer behavior was presented: This framework includes 4 main categories of transparency, effective communication, community-based behavior and endurance, 16 components and 57 indicators. The reliability of the model was confirmed using the kappa index.
Covid 19,Consumer behavior management,customer decision making
https://cbs.uok.ac.ir/article_62005.html
https://cbs.uok.ac.ir/article_62005_f01c9ea3041299ccf0333bf2ceadd2ba.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Rules Governing the Behavioral Intentions of Instagram Users to Participate in Marketing Crowdsourcing Contest based on the Ruff Set Theory (Case study: Motosel consumers)
132
159
FA
nasrin
mahavarpour
alzahra university.tehran.iran
nsn_mahavar@yahoo.com
Masoume
Hoseinzade Shahri
0000-0003-0945-6664
alzahra university , tehran , iran
mhshahri@alzahra.ac.ir
neda
abdolvand
0000-0003-3623-1284
alzahra university.tehran.iran
n.abdolvand@alzahra.ac.ir
mohammad ali
babaei
alzahra university. tehran. iran
mabzak@yahoo.com
10.34785/J018.2022.703
Crowdsourcing creates an opportunity to interact with large groups of potential consumers. Advances in technology and social media have facilitated the rapid development of crowdsourcing as one of the concepts of open innovation and value creation in marketing. In crowdsourcing contests, it is important to increase crowd participation and predict users' behavioral responses. Therefore, the main purpose of this study is to extract the rules governing the behavioral intention of Instagram users to participate in marketing crowdsourcing contests. In order to meet the purpose of the research, the proposed is Ruff set theory. At first, based on literature review and interviews with experts, conditional and decision-making variables identified and a conceptual model of the research has designed. Then, the research model was empirically tested using online survey data from 344 participants in a crowdsourcing contest for Motosel's consumers and analyzed through Rosetta software to extract rules. Considering a coverage and accuracy indexes introduced in rough set theory 7 rules has been selected from 39 initial rules. The results of the study showed that the main effective factors on Instagram user participation in crowdsourcing contests are task structure, crowd management, technology, and outcomes evaluation. This study has significant implications for organizations to effectively implement crowdsourcing contests and provides strategic guidance to promote user participation in these open-innovation contests.
marketing crowdsourcing contests,consumer participation,Social networks,Ruff set theory (RST)
https://cbs.uok.ac.ir/article_62008.html
https://cbs.uok.ac.ir/article_62008_d4da7dbc3b70b24dfbe5f2c9489b2ed1.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
The Effect of Customer Word of Mouth Advertising on Purchase Intention In Social Networks
160
190
FA
Zohreh
Dehdashti Shahrikh
0000-0002-4736-224X
..Professor of Marketing Management, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’I University Tehran, Iran
zdehdashti33@gmail.com
Mohammad
Tabesh Moghadam
0000-0002-8333-1272
M.sc Department of Business Management, Payame Noor University, Qeshm, Iran
mohammad.tabesh1366@gmail.com
sajjad
fatah naserabad
0000-0003-4436-5717
M.sc of Business Management, Marketing, PNU International Center of Qeshm
sajadfatah@yahoo.com
10.34785/J018.2022.682
This study aimed to investigate The Effect of Customer Word of Mouth Advertising on Purchase Intention on Social Networks. The unlimited statistical population of this study included all buyers of clothes on social networks and websites, of whom 380 subjects were selected using the convenience cluster sampling method. The data collection tool was a questionnaire.The research method was descriptive of survey type. Structural equation modeling was used to test the hypotheses in Smart PLS software. The research findings indicated that persuasive power,Source expertise, and Interactivity with social networks have a significant positive effect on the usefulness of electronic word of mouth advertising, while perceived information, validity of message source, and attitude to information have no effect on the usefulness of electronic word of mouth advertising; In addition, persuasive power and validity of message source have a significant positive effect on the validity of electronic word of mouth advertising. However, the expertise of message source, attitude to information, and Interactivity with social networks have no effect on the validity of electronic word of mouth advertising. The usefulness of electronic word of mouth advertising and the validity of electronic word of mouth advertising have a significant positive effect on the acceptance of electronic word of mouth advertising.
Customer word of mouth advertising,purchasing intention,Social networks,validity and usefulness of electronic word of mouth advertising
https://cbs.uok.ac.ir/article_62054.html
https://cbs.uok.ac.ir/article_62054_f5baa93b69eedcccc93811911a0db3b8.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Identify and classify the factors affecting the selection of shared business products using exploratory factor analysis
191
214
FA
Seyed Habib
Moosavi Rashedi
0000-0002-3816-7696
Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
seyedhabibmoosavirashedi@gmail.com
Vahid
Makkizadeh
Assistant Professor, Department of Business Management, University of
Hormozgan, Bandar Abbas, Iran
vahidmakkizadeh@gmail.com
Esmail
Hassanpour
Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
eh1932584114@gmail.com
10.34785/J018.2022.760
Abstract<br />Shared businesses are the newest way to offer products through a virtual platform. The purpose of this study is to identify and classify the factors affecting the selection of Shared Businesses products using exploratory factor analysis. The research is applied in terms of purpose and descriptive-survey type in terms of implementation method. Documentary, library and field studies (questionnaires) have been used to collect the required information and data. The validity of the questionnaire was confirmed by content method and reliability with Cronbach's coefficient of 0.83. The questionnaire was distributed by completely random sampling among 384 customers of shared products in Tehran, 18 features were analyzed using SPSS software and correlation matrix test and the results of data analysis in 7 Agents are identified and classified. These factors, in order of importance: trust, profitability, innovation, ease of use, attractiveness and enjoyment, governance, environmental awareness, affect the choice of shared products.
Identification and Classification,Shared Businesses,Exploratory Factor Analysis
https://cbs.uok.ac.ir/article_62010.html
https://cbs.uok.ac.ir/article_62010_ce76b6450d6905eaad1845e47072030a.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Presentation of A Framework of Effective Factors on Marketing, Customers Attraction and Commercialization of Educational Technology at University of Mazandaran
215
232
FA
Mohammad
Khorasani
PhD student, Mazandaran University, Babolsar, Iran
khorasaniamoli@gmail.com
Hassanali
aghajani
0000-0003-3993-345X
Department of Management and Entrepreneurship,, Faculty of Economics and Administrative Sciences,, University of Mazandaran
aghajani@umz.ac.ir
Abdolhamid
Safaei Ghadikolaei
Full Professorof Management, Faculty of Economics and Administrative Sciences, University of Mazandaran
ab.safaei@umz.ac.ir
Hamidreza
Fallah Lajimi
Department of Management.
Faculty of economics and Administrative Sciences.
University of Mazandaran
lajim1363@gmail.com
10.34785/J018.2022.115
The nature of marketing, customer acquisition, and commercialization of academic technology in society through the conversion of knowledge and research into innovation and the production of goods and the provision of services requires that this be done through close interaction and communication between academia and society. The purpose of this study is to provide a framework for explaining the factors affecting marketing, customer acquisition and commercialization of educational technology of University of Mazandaran and the sale of its educational services to the community. For this purpose, after reviewing the relevant thematic literature and extracting the main and sub-variables, using the opinions of 12 experts to evaluate, localize and determine and explain the variables extracted by the Fuzzy Saaty Delphi technique and determine the structural relationships between them using DEMATEL technique. Findings show that among the 21 selected localized variables related to marketing and customer acquisition of educational technology in the form of four main variables (Hardware, Software, Brainware and Organizationware), book variables and their contents, and teaching skills were as the most effective casual varriables, and the variables of start-ups in Incubators, Technology Transfer Office, and student education site in industry, have been the most effective dependend variables. Finally, in order to succeed in marketing and attracting the demand of educational technology customers in University of Mazandaran, while considering all varriables, it is requiring to attend the casual varriables on starting and supporting Entrepreneurship and Innovation Centers, Technology Transfer Office,... even at the International level suitable for different scientific disciplines.
Marketing,customers,technology,Education,Mazandaran University
https://cbs.uok.ac.ir/article_62007.html
https://cbs.uok.ac.ir/article_62007_0ea7b45a5f362aebb354d88e85f40366.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Analysis the Relationship between Customer Satisfaction, Loyalty and Word-of-Mouth Intentions with Regard to the Moderating Role of Switching Costs of Bank (Case Study: The Bank of Maskan in Ahwaz (
233
250
FA
seyed fathollah
Amiri Aghdaie
Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
s.aghdaie@ase.ui.ac.ir
Leila
Torki
Assistant Professor, Department of Economics, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
l.torki@ase.ui.ac.ir
Moein
Naderi
Ms in Management
moein.ndrmn@gmail.com
10.34785/J018.2022.520
Nowadays competition in business especially in banking industry is significantly increasing, thus the managers of banks and monetary credential institutions are interested in the loyalty of their customers and advertisements made by them orally, subsequently these became their two main goals. Accordingly, the aim of the present study is to investigate these two concepts as dependent variables relative to the satisfaction of customers as independent variable with regard to the cost of modifying factors such as changing bank. To do so a validated racializable researcher made questionnaire was distributed among 500 customers of Maskan bank in Ahwaz city. 350 questionnaires were received back and after omitting some, 308 were used for data analysis by SPSS23. Pearson correlation and hierarchical regression were used for testing research hypothesis. Results indicated that customer's satisfaction gradually increases loyalty. also increasing satisfaction would result in behavioral indications such as increased tolerance against problems in provided services and advertising orally for the bank. For banks knowing the satisfaction level of the customers is critical and brings a better competitive stand for them in completion with other banks.
Keywords: Customer Satisfaction,Customer loyalty,Word-Of-Mouth (WOM),Switching Costs of Bank
https://cbs.uok.ac.ir/article_62048.html
https://cbs.uok.ac.ir/article_62048_c94689795c5cf1ff4ccbe033548d3cb2.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Designing a Model for B2B Customer Complaint Management in the Home Appliance Industry
251
279
FA
Moslem
Omidi
MSc. In Business Management, Ilam University
m.omidi.me@gmail.com
Mohammad
Aidi
Assistant Professor in Business Management, Ilam University
m.aidi@ilam.ac.ir
yasan allah
pourashraf
Associate Professor in Business Management, Ilam University
yasan_ashraf@yahoo.com
10.34785/J018.2022.379
Today, companies need to understand the wants and needs of customers more than ever to prevent customers from turning to competitors in order to better meet their needs and establish long-term business relationships with them. Customers behave differently if they are dissatisfied with a product or service. Such behaviors are called customer complaining behaviors. Recently, the importance of handling customer complaints has been highlighted. The main purpose of this study is to provide a model for customer complaints in the home appliance industry. This research is a qualitative-quantitative mixed exploratory research. The statistical population in the qualitative section included experts who were selected using the snowball method of 14 people. In a small part, the statistical population includes 120 agencies and stores in Ahvaz that sell Alborz steel products. The data collection tool in the qualitative section is semi-structured interviews and in the quantitative section the data collection tool is a researcher-made questionnaire. The Delphi technique was used to analyze the information in the qualitative part and the structural equation technique and the one-sample t-test were used in the quantitative part. The results showed that a total of 60 indicators and 10 main variables were identified to manage customer complaints in the home appliance industry, which are: Tracking customer voices, recognizing customer behavior, identifying customer expectations, interacting with customers, personnel behavior, efficient grievance system, product performance enhancement, customer satisfaction, compensatory measures and commitment and timely response.
Customer Complaint,Customer Complaint Management,customer satisfaction,Customer Behavior
https://cbs.uok.ac.ir/article_62009.html
https://cbs.uok.ac.ir/article_62009_c3ae0c0050968bf3d20620a02dbddfaf.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
8
4
2022
01
21
Identify and Categorize the Factors Affecting on Customer Confusion in Life Insurance Services
Research Based on Thematic Analysis
280
306
FA
Masumeh
Khalilzadeh Talatapeh
Ph.D.Student,Department of management , Hamedan branch, Islamic Azad University, Hamedan, Iran
kh.m2016@yahoo.com
Vahid
Nasehifar
*Corresponding author, Associate Prof, Department of Management, Faculty of Management and Accounting,Allameh Tabatabai University,Tehran,Iran
vahid.n3004@gmail.com
Tohfeh
Ghobadi Lamuki
0000-0003-3114-9126
استادیار، گروه مدیریت، واحد گنبدکاووس، دانشگاه آزاد Assistant Prof, Department of Management,Gonbad kavoos branch, Islamic Azad University,Gonbad kavoos,Iranاسلامی، گنبدکاووس، ایران.
tohfehghobadi136205@gmail.com
Ali
Asghari Sarem
Assistant Prof, Department of Management, Faculty of Management and Accounting, Bu- Ali Sina University,Hamedan,Iran
a.sarem@basu.ac.ir
10.34785/J018.2022.673
The attitude of man toward the future and the problems that threaten his peace and health in the course of life for various reasons,makes people think about the phenomenon of life insurance and future provision to face future issues and events,but given its importance in Iranian society,this issue has faced public unhappiness.The phenomenon of customer confusion is one of the factors influencing peoples lack of acceptance of life insurance. The lack of a comprehensive theoretical framework in this area led researchers to conduct research with the aim of identifying and classifying the factors affecting services with a qualitative method of Thematic analysis. The reseon for choosing the Thematic analysis method is to identify the factors affecting customer confusion to develop a theoretical model in future experimental research on the duration of customer confusion managemant. The statistical population 22 experts in the field of life insurance and marketing,who have been purposefully(Judgemental)and Snowball Sampling method selected and interviewed with semi- structured interview tools to reach saturation.after searching for themes (selection codes) and forming sub-themes,finally 10 main themes that are the result of in-depth interviews with experts,the main factors affecting customer confusion in the life insurance industry are identified by Thematic analysis and presented as follows: confusion due to lack of public awareness.personality traits, poverty, management structure,education system.sales forse, marketing strategies, economic _social status, government laws and structural factors.
Customer Confusion,Insurance Services,Life Insurance,thematic analysis
https://cbs.uok.ac.ir/article_62003.html
https://cbs.uok.ac.ir/article_62003_c6ab3072db357c984fcf318f9500a696.pdf