Commercial Surveys

Commercial Surveys

Identification and Classification of Customer Loyalty Programs (Case Study of insurance customers Pasargad in Shiraz)

Authors
amin nikbakht 1
Abolghasem Ebrahimi 2
Kazem Askari far 3
1 MSc. Student in Business Management, shiraz University, shiraz, Iran
2 Associate Prof., in Business Management,, shiraz University, shiraz, Iran
3 Assistant Prof., in Business Management,, shiraz University, shiraz, Iran
Abstract
The purpose of this research is to identify and categorize on the other hand insurance customer loyalty programs Using a systematic review approach; so, this research is applied, qualitative, inductive, non-laboratory, and cross-sectional research. The statistical population of the research is loyalty program experts, who are aware of the insurance industry. A judicious and targeted Sampling method to Select the Participants and the theoretical Saturation rule for the Sample size has been used. Finally,  the sample size has been extended to 14 by snowball method. In the first stage, the systematic review of programs is identified and in the second stage, the content validity index is used to determine the validity of identified programs in the insurance industry. At the end, selected programs are categorized and validated with the CAPA index. The results show that, according to insurance customers, 15 loyalty programs include awards are as fallow: cash discounts, volume discounts, surcharges and free insurance services (Asantivon), coupons, free non-insurance services, credit cards, insurance policy options, access to sites and apps , Reduced service delivery times, personalized insurance services, non-monetary rewards, preferential behavior, leisure facilities for customers and customer clubs. these programs are grouped into four categories.
 
Keywords
Customer Relationship Management / Loyalty / Loyalty Programs
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Commercial Surveys
Volume 18, Issue 102 - Serial Number 102
September and October 2020
Pages 41-54

  • Receive Date 03 February 2019
  • Revise Date 11 June 2019
  • Accept Date 15 June 2019