Analysis of Customer Expectations of Services Compensation Strategy Using Fuzzy Hierarchical Analysis Approach (AHP) (Case Study: Customers of Health Insurance Organization in Tehran - Iran)

Abstract

Background and objective: This study aimed to identify constitutes anthropomorphism in health insurance organization in Tehran, Iran. Service failure is inevitable and serves as an important factor in the loss of customers. Its inevitability requires that companies offering such services seek to identify the expectations and demands of the customers for the occurred failure in order for appropriate measures to be taken so as to prevent the loss of customers. Methods: The present study has purposeful application and is a descriptive analytical survey in the nature and method conducted in 2015. A simple random sampling method was used. Data collection was performed using 394 questionnaires. Content validity and reliability of the questionnaires was approved by professionals (using Cronbach’s alpha 0.85). In the current study, AHP was adopted by a fuzzy approach and data analysis was performed using Expert Choice software. Results: According to the statistical results, among the six service strategies, empowerment, communication, explanations, feedback, atonement and tangibles, were placed from the first to the sixth priorities, respectively. Conclusion: According to the importance of service compensation and emphasis of theoretical principles on this case, and also taking into account the findings of this study and similar studies aforementioned, the following can be effective in improving the performance of insurance organizations’ service compensation.