Examining the level of satisfaction of third party victims with Iran's insurance performance

Dissertation for Master's Degree in Management

Investigating the level of satisfaction of third party victims with Iranian insurance performance

Case of study: Bushehr city

Abstract:

In today's highly competitive world, it is difficult to achieve a suitable position in the market, and to have a stable position in the market, providing superior quality services to customers - especially in the case of service companies (such as existing companies in the insurance industry) - is presented as a competitive advantage with durability. In this research, the claim payment system of Iran Insurance Company has been examined from the point of view of customer orientation and the level of satisfaction of the third party victims with the performance of Iran insurance, and for this purpose, the performance of the claim payment unit has been evaluated from the six dimensions of amenities, location and space of service delivery, non-discrimination in payment of claims, acceleration of payment of claims, treatment of employees and standardization of service delivery process. The statistical population is the third-party car insurance policyholders in Bushehr who receive damages from this company, and simple random sampling was used and 384 questionnaires were collected.  The data were analyzed and evaluated from statistical analysis using spss.

The results obtained from this research show that insurers are satisfied with all the performance factors except acceleration in the payment of claims. In other words, there is a significant difference between their expectations and perceptions regarding the acceleration factor in the payment of damages. According to the results, it is clear that the attitude of employees has the greatest effect on customer satisfaction. Keywords: Iran insurance, customer satisfaction, service marketing, third party car insurance. Introduction: Today, competition to improve service quality is known as a key strategic issue for organizations that operate in the service sector. Organizations that achieve a higher level of service quality will have higher levels of customer satisfaction as a prelude to achieving sustainable competitive advantage. The business world is based on "customer orientation" and "customer satisfaction" in such a way that expanding services and even providing them without considering this principle is not only difficult but also impossible. Activists in the field of economy and those who think about eternal sustainability in this field, know very well that breathing oxygen in the world of business is the principle of customer orientation, and they consider the understanding of the saying that "the customer is always right" to be the top of their plans (Ismailpour, 2009).

The presence of a customer in an economic unit, in addition to financial profit, is a constant trumpet so that we can be ready soldiers in the field of competition. let's fight In the meantime, what is important is not "customer orientation" itself, but the features and parameters that must exist in order to achieve customer orientation. What comes in the following lines are mostly practical experiences that have been gained in this field and can be considered as factors that create and grow "customer-oriented". In fact, it is an answer to the question "What does the customer want?" Certainly, anyone who has a more logical and complete answer to this question will be better able to decorate himself with the principle of "customer-oriented" (Abdul Rashidi, 2018).

One of the major goals of insurance companies is the level of customer satisfaction with the service, and in order to continue in the market, competition with other insurance companies is one of the necessary principles. Perhaps the companies that have left the competition cycle without paying attention to the satisfaction of the victims and could no longer survive in today's market, are either bankrupt or have lost their influence in the insurance market. In this research, we intend to investigate and measure the level of satisfaction of the third party victims of Iran's insurance performance in Bushehr city, and to identify and rank the reasons that cause customer loyalty and satisfaction to the company group in order of priority, and to check the reasons that cause the addition of new customers.

Today, the quality of a product or service is defined based on the extent to which the customer's needs and expectations are met, in other words, customer satisfaction occurs when The characteristics of the product (service) should have minimal deviation from the customer's expectations.Therefore, in order to improve the quality and increase the competitive power, the key and effective needs in increasing customer satisfaction should be identified and according to their importance, they should be included in the product (service).

According to the statistics published by the Central Insurance Statistics Yearbook in 2019, Iran Insurance Company, as the largest insurer in the country, which holds 50% of the country's insurance market, has placed this importance at the top of its work, and because about 55% of the premiums received by this company from insurance It is the letters of the third party, therefore, the satisfaction of this group of policyholders and providing services to them, especially in the case of claims, seems essential.

Statement of the problem

One of the main missions or missions of any commercial organization is to meet the specific needs of the customers or the target market of that organization by providing them with a specific product or service. Finally, it ensures the continuity of activity and life of the organization (Rosta et al., 2013).

The tendency to provide quality goods and services plays an important role in service industries, including insurance, because the quality of service is vital for the survival and profitability of such organizations and is a profitable strategy for the organization. Today, customer satisfaction and service quality are critical issues in most service industries. In commercial and service companies active in competitive markets, customer orientation [1] is the foundation of the organization's movement and survival; In other words, all the ways to maintain and survive an organization and an economic enterprise end in maintaining and promoting loyalty to customers and making them sure that they can get the services they want in the shortest possible time and with the best quality. This issue is of great importance to the policyholders in insurance companies in the part of the payment of damages[2]. Obviously, insurance companies must pay damages in order to continue their activities, and the avoidance and evasion of the insurance company to pay and settle the damages fairly creates unfavorable relations between that company and the people. An insurance company that regularly underpays real and correct damages will soon lose its customers (Salehi, 2017). The insurance product is not the type of physical goods that the nature and quality of the product can be touched at the time of transaction, but it is an obligation product; That is, the sale of guaranteeing the payment of damages in the future against the obligation of the insured to pay insurance premiums in the present (Asoudeh, 2007). Therefore, the main issue of this research is to investigate the level of satisfaction of the third party victims with the performance of Iran's insurance in Bushehr city. 

In this research, we seek to examine the expectations and expectations of Iran's insurance customers and measure the level of satisfaction of third-party victims of Iran's insurance performance.

The importance and necessity of conducting research

Life in today's fast-paced world carries many risks that sometimes lead to irreparable losses, in the meantime, insurance is a mechanism in which risk (risk) comes from individuals or Property is transferred to insurance companies. Meanwhile, people's interest in ensuring the future of themselves and their family members in a turbulent and ups and downs life has led to the creation of insurance.

Therefore, we see that in many developed and developing countries, the amount of people's use of insurance is known as one of the indicators of measuring well-being in society. In addition, satisfied customers are likely to talk to others about their experiences, thereby engaging in positive word-of-mouth (word-of-mouth) advertising. On the other hand, dissatisfied customers are likely to cut ties with the company and engage in negative word-of-mouth advertising. In addition, behaviors such as repeat purchases and word-of-mouth advertising directly affect the survival and profitability of a company (Alavi, 2002).

The quality of services received by customers comes from comparing what customers think the service provider should offer (ie, customer expectations) with what the service provider actually provides. For this reason, successful managers have focused their service strategies on continuous feedback from the customer in order to identify their needs and satisfy them and finally measure customer satisfaction. The secret of success depends on meeting the expectations of customers regarding the quality of service or even exceeding them.

From the point of view of insurance companies, car insurance is the key to conquering the insurance market. Because many families deal with this device.