مينرا، روش هاي کاربردي بازاريابي خدمات بانکي براي بانک هاي ايراني، نگاه دانش، تهران 1384، چاپ چهارم، صص 28- 95 .

39- Alam,S& Ikhtiar,M.,(2003). Lecture notes on Services Marketing . MBA Program, North South Univerity, Dhaka. P65.
40- Aaker, D & Jacobson, R.,( 1994).The financial information content of perceived quality. Journal of M arketing Research, Vol.31 pp: 35-49 .
41- Bennet, P., (2004). Dictionary of M arketing Terms.2 ed,p 261.
42- Canziani, BF., ( 1997). Leverraging Customer Cometency in Service Firms.International Journal of Service Industery Management, 8,No.1,pp 5-25 .
43- Collier, D., (1994). The Service/ Quality Solution : Using Service Management to Gain Competitive Advantage.Irwin,New York,p 17.
44- Deshp, R& Farely, J & Webster, EF., (1993). Corporate Culture Customer Orientation & Innoveness in Jaoanese Firm. Journal of Marketing. No 57,p 23.
45- Duffy, D.L.,(1998). customer Loyalty Strategies. Journal of Consumer Marketing, 15,435-448.
46- Dick, A.S. & Basu,K., (1994). Customer Loyalty toward & interrated conceptual framework.Journal of the Academy of Marketing Science. Vol.22.No.2,pp.99-113.
47- Donnelly,J.A & George,W.R., (1981). Marketing of Service.Chicago : American Marketing Association.p 186.
48- Edgett, S & Stephen, P., (1993). Marketing for Service Industries-A Review.The Service Industries,Journal. 13 july, p19.
49- Edvardsoon,B & Olsson,J., (1996).key concepts for new service development.The service industries Journal, p 140.
50- Fanglan, P., (1999).The future of service. American Demographics,p 30.
51- Fine, LM., (2008).Service Marketing.Business Horizons,p 163.
52- Graham,RW.,(1996). The business Argument for Flexibility. HR Magazine 41. Society for human resource Management.
53- Gronholdt, L& Martensen, A.,(2001).Linking employee Loyalty Customer Loyalty & Profitability.The 16 TQM word Congress saint Petersburg.
54- Heskett, J.L., (1996). Managing in the service Sector Economy. Harvard Business,p9.
55- Kohli,A.K & Jaworski,B.J., ( 1990). Market Orientation, Constrct, research propositions & managerial implication. Journal of marketing,No 54,1-18 .
56- Kerin,R A & Eric, N&Steven, W & Rudelius,H.W.,(2003). Marketing,7th ed, New York :Mc Graw Hill.p44 .
57- Lewison,J.,(1996).Marketing Management. London, Mc Millan,p 387 .
58- Mc Donald, M & Payne, A., (2006). Marketing Plans for Service businesses. Butterworth-Heinemann is an imprint of Elservier Linacre House, Jordan Hill, p18.
59- Metaxas, T.,(2002). Place/city Marketing as a Tool for Local Economic Development & citys competitiveness : AComparative Evaluation of Place Marketing Policies in European Cities. EURA conference Urban & Spatial European Policies: levels of Territorial Government,p 29.
60- Mc Mullan, R& Gilmor, A.,( 2008) . Customer loyalty : an empirical study.European Journal of Marketing ,Vol.42,No.9/10,pp.1084-94 .
61- Nelson oly N.,(2007). Relationship Marketing & Customers Loyalty.monash University Malaysia, Selangor, Malaysia. Marketing Intelligence & Planing Vol.25.NO.1.PP.98- 106 .
62- Onkivist, S & Shaw, J., (1997).Is Services Marketing ” really” Different?.Journal of Professional Services Marketing, 7,2.p 11 .
63- Palmer, A.,( 2005).Principles of service Marketing.Mc Graw Hill,Great Britain, 3ed .
64- Regan W.J.,(1963). The Service Revolution, Journal of Marketing.No.30,pp 32- 36 .
65- Reynoso, J., (1999).Progress & Prospects of Services Mnagement in Latin America. International Journal of Service industry Management, Vol.10,No.5, p 401.
66- Spohrer, J & Anderson,L & Pass, N., (2008).Service Science, SPRING, p313.
67- Sodelund, M.,( 2006).Measuring Customer Loyalty with Multi item Scales : a case for caution. International Journal of Service Industry Management, Vol.17, No.1,pp. 76-98 .
68- Stafford, MR & Wells, B.,(1996). Determinants of service quality & Satisfaction in the auto Casualty claim process. Journal of service Marketing, Vol. 12,No .6,pp.426-40.
69- Tsoukatos, E & Graham,K.R., (2006). Path analysis of perceived service quality, satisfaction & loyalty in Greek insurance . Emerald Group Publishing limited, Vol.16. No.5.pp. 501 -519 .
70- Wyckham, R.G &Fitzorg, P & Mondry, G.D., (1985). Marketing of Services- An Evalution of the Theory. European Journal of Marketing, No.9,Vol.1. p 59.

Abstract
The growing competition in service industry requires great amounts of effort to keep current customers and attract new ones. The intense competitive environment makes it become very difficult for every firm to retain their existing customers. Meanwhile, the concept of customers’ loyalty and identifying its involving factors have become very important. In these circumstances, firms are always looking for innovative and effective methods to meet or even exceed their customers’ expectations. Thus, by forming an ongoing, mutual and beneficial relationship with their customers, they retain loyalty. This study uses the Integrated Service Management Model to assess customers’ loyalty to Iran Insurance Co. and determine its major factors. This article proposes an applied study through a survey research for which the data are collected by fieldwork. The statistical population includes all customers of Iran Insurance Co. throughout Guilan province. The questionnaire used in this study to gather data contains five-point Likert-type scale items. Out of overall 500 distributed questionnaires, 393 ones have been returned, which gives 87% return rate. Once data are collected, descriptive statistical methods are used to analyze demographic information through frequency distribution tables and scatter plots. This study, for statistical inference part, utilizes Kolmogorov-Smirnov test (K-S test), Pearson correlation coefficient (PCC), and stepwise regression in order to test research hypotheses. The SPSS 18 software is used to analyze data. Deploying the Integrated Service Management Model, the results suggest that the following factors play the most important roles in customers’ loyalty to Iran Insurance Company: product, price and other expenses, physical evidence, time and place, process, efficiency and quality, manpower, promotion and customer training. Among these, manpower is the most important factor, while price and other expenses together with time and place are the least important ones.

Keywords: Integrated Service Management Model; Loyalty; Customer; Attitudinal Loyalty; Behavioral Loyalty; Insurance

Islamic Azad University
Rasht Branch
Faculty of Management and Accounting
Department of Management
Presented in partial fulfillment of the requirements for (M.A.)degree

Title:
Effect of Elements integrated service management model on customer loyalty (Case Study: Insurance Company of Iran, Guilan)

Supervisor:
Dr. Mehdi Fadayi

Author:
Marziyeh Farid

Date:
January 2014

1 Jacoby & Kyner
2 Integrated Service Management
3 Lovelock & Wright
4 product
5 Place & time
6 process
7 Productivity & Quality
8 people
9 Promotion & education
10 Physical evldence
11 Price & other cost
12 Warren Keegan
13 Phlip kotler & Armstrong

14 Peter druker
15 Production concept
16 Product concept
17 Selling concept
18 Marketing concept
19 Social marketing concept
20 Heskett
21 Collirer
22 Edvardsson & Olsson
23 Spohrer
24 Times river

25 Loyalty

26 cognetive
27 affective
28conative
29 action
30 Dick & Basu

31 Rowley
32 captive
33 contented
34 Convenience seekers
35 committed
36 Yoram j wind
37 folkman
38 Customer prisoner
39 Detached loyalists
40 Purchased loyalists
41 Satisfied loyalists
42 apostles
43 Graham health & Hayrz martensen
—————

————————————————————

—————

————————————————————

1

دسته بندی : No category

دیدگاهتان را بنویسید