The impact of customer experience on customer loyalty: Insurance services in Istanbul
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Müşteri Deneyimi (CX), belirli bir müşteri için bir markayla ilişkilendirilen toplam gösterimdir. Müşteri deneyimlerini, sigorta şirketi hakkında ilk öğrendikleri andan bir sigorta poliçesi satın aldıktan sonra hizmet aldıkları ana kadar müşterinin yanında olmak olarak tanımlayın. Bu araştırmada, İstanbul'da sigorta hizmetinde müşteri sadakatinin (CL) müşteri sadakati (CL) üzerindeki etkisi gösterilmektedir. Bu araştırma, beş puanlık bir Likert anketi kullanılarak nitel ve nicel yöntemlere dayalı olarak toplanmıştır ve katılımcılar, en az bir sigorta poliçesi satın alma ve kullanma deneyimine sahip 100 kişidir. Veriler SPSS yardımı ile analiz edilmiş ve KMO ve Bartlett's Testi, Communality değeri, Regresyon Sonuçları ve ANOVA yöntemi kullanılarak analiz edilmiştir. Gösterilen sonuçlarda, CX ile CL arasında anlamlı bir ilişki olduğu, bu nedenle sonuçlara göre CX'in CL üzerinde %10,3 oranında doğrudan etkisi olduğu görülmektedir. Yaş, cinsiyet ve eğitim durumu bu çalışmada faktörlerdir, Etkisi vardır ve gelecekteki çalışmalar bunun üzerine inşa edilebilir. Ancak müşteriyi elde tutma, yeni müşterilere göre daha ucuz olduğu için sigorta hizmeti yöneticileri, sigorta poliçesinin satışından sonra hizmet sunarak buna öncelik vermelidir.
Customer Experience (CX) is the total impressions associated with a brand for a specific customer. Describe the CX as being there for the customer from the time they first learn about the insurance company to the time they receive services after buying an insurance policy. In this research, the effect of CX on customer loyalty (CL) in the insurance service in Istanbul is shown. This research was collected based on qualitative and quantitative methods using a five-point Likert questionnaire, and the respondents were 100 people who had at least one experience of buying and using an insurance policy. The data were analyzed with the help of SPSS and It has been analyzed using KMO and Bartlett's Test, Communality value, Regression Results and ANOVA method. That in the results shown, there is a significant relationship between CX and CL, so that according to the results, CX has a direct effect on CL by 10.3%. Age, gender, and educational background are factors in this study, it has an impact, and future study could build on this. However, since customer retention is less expensive than new customers, insurance service managers should prioritize it by offering services after the sale of the insurance policy.
Customer Experience (CX) is the total impressions associated with a brand for a specific customer. Describe the CX as being there for the customer from the time they first learn about the insurance company to the time they receive services after buying an insurance policy. In this research, the effect of CX on customer loyalty (CL) in the insurance service in Istanbul is shown. This research was collected based on qualitative and quantitative methods using a five-point Likert questionnaire, and the respondents were 100 people who had at least one experience of buying and using an insurance policy. The data were analyzed with the help of SPSS and It has been analyzed using KMO and Bartlett's Test, Communality value, Regression Results and ANOVA method. That in the results shown, there is a significant relationship between CX and CL, so that according to the results, CX has a direct effect on CL by 10.3%. Age, gender, and educational background are factors in this study, it has an impact, and future study could build on this. However, since customer retention is less expensive than new customers, insurance service managers should prioritize it by offering services after the sale of the insurance policy.
Açıklama
Dış Ticaret Enstitüsü, Uluslararası Ticaret Ana Bilim Dalı, Uluslararası Ticaret Bilim Dalı
Anahtar Kelimeler
Sigortacılık, Insurance
