Investigating the satisfaction factors of golden insurance policyholders in private hospitals in Rasht

Academic Thesis for Master's Degree

Field: Business Management Major: Insurance Management

Abstract

Customer satisfaction means fully satisfying his needs and desires at the exact same time or in the same way he wants. Various models have been investigated to check customer satisfaction in the world's insurance industry. The purpose of this research is to investigate the satisfaction of golden insureds in private hospitals in Rasht in five levels: responsiveness, respect, fairness, order and legality. Therefore, using Spearman's correlation method, the relationship between the mentioned components and customer satisfaction has been measured. In fact, the main question of the current research is, what factors cause the satisfaction of golden insureds in private hospitals in Rasht? The statistical population of the research is all the customers of Gold Insurance services, who were selected using the available non-probability sampling method, 275 people.  Data has been collected using a questionnaire and then analyzed by SPSS [1]. The results of the hypothesis test show that there is a positive and significant relationship between the independent variables and customer satisfaction, in this way that the fairness of the insurer has a stronger correlation with the number of 81.9%. Honoring clients has the lowest priority with a correlation coefficient of 44.3%. The other variables are as follows: legalism with a coefficient of 78.5 is in the second place, responsiveness is in the third place with a correlation coefficient of 603, and after that the variable of order and order is with a correlation coefficient of 0.601. Also, according to the average scores obtained, according to the customers of Golden Insurance in Gilan province, only customer respect and order are in a favorable situation, and other independent variables, namely responsiveness, fairness and legality, are not at a favorable level.

Key words: customer satisfaction, Golden Insurance, Gilan province, Spearman's correlation coefficient.

Introduction

In today's era, customer opinion is a basis for measuring processes and a method for It provides the empowerment of the group of people involved in providing services and participation in important decision making. The theoretical basis of the customer orientation perspective is attention to the customer and quality, and the measurement of customer satisfaction is an important factor in the quality movement of organizations (Bikzadeh et al., 2011, 68). Customer service includes all the things that organizations do in order to satisfy customers and help them get the most value from the products or services provided (Rostav et al., 2015, 48). In today's world, providing quality services is a necessity for service organizations. Among the reasons for providing high-quality services, we can briefly mention the following: increasing customer expectations, competitors' activities, environmental factors, the nature of services, internal organizational factors, and the benefits of service quality (Syed Javadin and Kimasi, 2014, 68). In fact, knowing the customer completely, prioritizing him in providing quality services is one of the factors that guarantee success in today's business market. The interpretation of the customer now is completely different from what was prevalent in the past, which means that the customer is no longer a mere buyer of goods and services, but an active and influential member in all business activities. In the case of the insurance industry, it is more difficult and requires more attention and tact from top and middle managers, because different insurance methods are services that are provided to the customer and are not goods that the customer can use at any moment (Sahat et al., 2009). Therefore, in the present research, we are trying to investigate the dimensions of satisfaction of golden insureds in private hospitals.

The purpose of the first chapter is to state the generalities of the research, hence, after posing the problem and stating the main question of the research, the necessity and importance of conducting the present study has been discussed. Below are the goals and hypotheses based on the model. By briefly stating the stages of the research implementation, the research model and the introduction of the variables have been discussed. In order to explain the conceptual and operational definition of the model, the variables have been mentioned. Finally, the scope of the research has been stated in terms of subject, place and time.

1-2- Statement of the problem

The world has faced tremendous changes on the threshold of the 21st century. The meaning of these developments is that the old ways of doing business in today's world will not have the efficiency of the past. The success of an organization depends on establishing long-term relationships with customers. An organization's effort to establish these relationships has been termed "relationship marketing".which implicitly refers to the two-way exchange of benefits between the organization and various customers. For this purpose, the organization must inform its customers about the unique benefits of its products and respond to the needs of its various customers and not only pay attention to the needs of a specific group of customers. Establishing proper relationships between employees and customers will make them loyal to the organization. If a customer becomes completely loyal, he will become committed to the organization (Hjalte and Larsson, 2004). The key to satisfaction in an insurance business is to provide a quality service beyond the customer's expectations. Another group of innovative researchers, including Ashnid Royvan, believe that customer satisfaction is not only based on their expectations. Rather, it is important to pay attention to his needs, especially basic needs such as the needs of safety, respect and justice, because needs are different from expectations. Expectations are conscious, specific, short-term and superficial, while needs are unconscious and general until they are activated. They are deep and long-term. And even the expectations are not met, we get disappointed and sad and even the basic needs are not met, maybe we get angry or even angry. If you do not get the satisfaction of a customer, he will be dissatisfied, but if you do not meet his needs, you will lose him. Therefore, customer satisfaction means fully meeting his needs and desires at the same time or in the same way that he wants. Different models have been investigated to check customer satisfaction in different countries of the world. In Iran, models have been designed to measure customer satisfaction in the insurance industry, for example, we can refer to the model designed by Dana Insurance Company, which is designed to determine the factors affecting the satisfaction of medical insurance policyholders. In this model, seven indicators of insurance premium, provision of services and facilities, information, behavioral status of employees, method of payment of damages, speed of action and skill of employees, factors affecting customer satisfaction are considered. A closer examination of this model shows that this model is also a measurement model that is not able to identify the influence of the relationships between hidden variables on each other. Measuring customer satisfaction with each of the mentioned models produces different results for an organization; Because each of them has different factors as the effective factors that make up customer satisfaction, responsible managers get confused and don't know which model they should use for their organization. In other words, a model that can measure all the indicators that affect customer satisfaction is a necessary requirement for an organization that is on the path to excellence. Undoubtedly, the insurance company in question is not exempt from this principle. The solution to solve this shortcoming is to design a model to measure the satisfaction of customers and service users and also to determine which aspects of the organization's performance the customers are satisfied with and which aspects or aspects cause them to be dissatisfied. (Nyakan Lahiji, 2013) In this research, customer satisfaction is examined at five levels, which are: responsiveness, respect, fairness, order and legality.

The aim and purpose of this research is to examine the satisfaction of golden insureds in private hospitals in Rasht at the five levels mentioned, responsiveness, respect, fairness, order and legality.

1-3- Necessity and importance of conducting research

In today's highly competitive world, it is difficult to achieve a suitable position in the market, and to have a sustainable success in the market, providing superior quality services to customers - especially in the case of service companies (such as companies in the insurance industry) - is considered as a durable competitive advantage. (Nashi Fero et al., 2017, 31). The way of providing services has a significant impact on customer satisfaction, the concept of serving the customer is the understanding of the customer and his feelings, and it is important what the customer thinks about the services provided, the services and the way of providing the services lead to customer retention, and without having an effective system in the competitive market, the market share is lost (Babaei et al., 2016, 28). In fact, providing quality service is one of the most important elements that leads to customer satisfaction, and only organizations can provide this service sustainably if they have a comprehensive attitude towards customers and have a deep commitment to them. In fact, the main priority in any organization should be to attract and retain customers, and paying attention to customer satisfaction is the most important factor in the success of any organization (Hajiha and Mohammadi Diyani, 2009).