Identifying the effect of marketing mix ۴C's on customers satisfaction of life insurance (Case study: Pasargad insurance offices in Tehran)

In today’s competitive world, customer satisfaction for insurance companies is important with respect to rapid changes in competitive positions and marketing situations. For this reason, different models are designed for measurement of customer's satisfaction. One of them is marketing mix ۴C’s that increases customer satisfaction and loyalty by addressing customers interests about a product or a service. The general goal of this research is identifying effect of marketing mix elements on customer's satisfaction of life insurance. It was carried out in ۹۶, at Pasargad insurance offices in Tehran. The method of this research was descriptive and correlation and required data was collected through questionnaire. In order to measure the validity research instruments, designed questionnaire was given to ۳۰ specialists and supervisors. Cronbach’s Alpha value for the questionnaire was (α=۰.۹۲). The population for this research was ۳۹۱ customers of Pasargad life insurance that was selected through a stratified sampling. After data extraction, statistical analysis was carried out by SPSS ۲۱ and Amos ۲۱ soft wares. Based on the analysis results, among marketing mix ۴C’s (clients, costs, communications convenience) only communications had meaningful effect on customer's satisfaction of life insurance.

Keywords:

marketing mix ۴C’s , Customer Satisfaction , life insurance