Analyzing the theoretical gap in the explanation of the factors affecting the loyalty of policyholders and proposing a powerful technique in data analysis

Zebardast Gashti, Javad; Shahroudi, Kambiz; Aghajan Nashtaei, Reza

doi:10.22075/ijnaa.2023.30212.4367

Analyzing the theoretical gap in the explanation of the factors affecting the loyalty of policyholders and proposing a powerful technique in data analysis

Document Type : Research Paper

Authors

Javad Zebardast Gashti ¹

Kambiz Shahroudi ¹

Reza Aghajan Nashtaei ²

¹ Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran

² Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

10.22075/ijnaa.2023.30212.4367

Abstract

The insurance industry in Iran is considered as one of the key areas in the development and support of economic activities. In order to make maximum use of the potential in Iran's insurance market and to increase the insurance penetration rate and the share of annual insurance premium production in the GDP, it is necessary to address the issue of loyalty of insurers. Comparing Iran's insurance penetration with similar countries in the region shows a significant gap. The insurance penetration rate in Iran is about 3, which is a significant gap compared to the average insurance penetration rate, which is about 9. The main purpose of writing this article is to try to understand the necessity and importance of loyalty of policyholders in order to get the most premium income for insurance companies and also to formulate effective strategies in order to create satisfaction and loyalty of policyholders. Therefore, the main problem that insurance companies face in relation to the loyalty of policyholders is to determine the variables that have the greatest impact on creating satisfaction and loyalty, and there is also a need for techniques and techniques that can establish cause-and-effect relationships between broad variables. Show the influencer well. In order to achieve these goals and solve the mentioned problem, we collected and summarized at least 50 research articles in the field of loyalty of insurance policyholders in order to identify the variables that were analyzed in previous research. In this research, 23 indicators were identified, which were the variables that were most used in the analysis of the loyalty of insurance policyholders in the research. Due to the fact that the frequency of using these indicators in past research has been different, we summarized it. Among the indicators used, the variables of satisfaction, age, gender, insurance premium received, the duration of the policyholder's relationship with the insurer and the discounts provided by the insurer were identified as the most important indicators used. Also, we came to the conclusion that each of these techniques alone has weak points, the most important of which is the inability to examine the interrelationships between indicators and the dynamics between They are Therefore, in order to solve this problem, we introduced the method of system dynamics, which is an extremely powerful technique related to the analysis of cause and effect relationships. Also, in the end, we made a summary in relation to the indicators and variables affecting the loyalty of insurance policyholders and the theoretical gap of the research both from the aspect of theoretical and theoretical foundations and from the aspect of techniques and techniques used in order to examine their impact on each other. We classified and identified.

Keywords

Loyalty

insurers

system dynamics

insurers' satisfaction

theoretical gap

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