The Effect of Service Recovery Strategy on Customers' Behavioral Intention and Trust of Iran Insurance Company : A Case Study of Sales Network of Iran Insurance Company in Ardabil - Iran

Abstract

The aim of the research is assessing the effect of utilization of services revival strategy on behavioral intentions and trust of the clients of Iranian Insurance (Case Study: Iranian Insurance sales network in the City of Ardabil). In terms of purpose the study is applied and in terms of type of method causative. The population of this study is all the clients of Iranian Insurance in the City of Ardabil which includes 43,514 people. The method used for sampling the possible ways. The method used to determine the sampling is the method of available probability. For determining population size, the formula of unlimited population size has been used which in accordance with this formula the number of statistical sample has obtained 384. To increase the validity, 400 questionnaires were distributed and among the 400 questionnaires 375 cases were usable. In order to gather the required data, three types of standard questionnaires were used: the questionnaires of services revival strategies, of clients’ trust and of behavioral intentions. SPSS software was used for analyzing data and multivariate regression was used to analyze the assumptions. The results showed that the services revival strategy influences on trust and behavioral intentions of clients of the Iranian Insurance Company. Also, trust of the clients influence on behavioral intentions of the clients of Iranian Insurance Company in the City of Ardabil.