Identify and Categorize the Factors Affecting on Customer Confusion in Life Insurance Services Research Based on Thematic Analysis

Document Type : Qualitative Research Paper


1 Ph.D.Student,Department of management , Hamedan branch, Islamic Azad University, Hamedan, Iran

2 *Corresponding author, Associate Prof, Department of Management, Faculty of Management and Accounting,Allameh Tabatabai University,Tehran,Iran

3 استادیار، گروه مدیریت، واحد گنبدکاووس، دانشگاه آزاد Assistant Prof, Department of Management,Gonbad kavoos branch, Islamic Azad University,Gonbad kavoos,Iranاسلامی، گنبدکاووس، ایران.

4 Assistant Prof, Department of Management, Faculty of Management and Accounting, Bu- Ali Sina University,Hamedan,Iran


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.


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