Increasing competition in the insurance market has made managers of this industry think of a solution for a lasting presence, and finding new customers and maintaining existing customers is a very important success factor for today's businesses. Therefore, the current r More
Increasing competition in the insurance market has made managers of this industry think of a solution for a lasting presence, and finding new customers and maintaining existing customers is a very important success factor for today's businesses. Therefore, the current research was conducted with the aim of developing a model of customer purchase behavior management in the insurance industry using a mixed method in two qualitative and quantitative sections. The statistical population of the research in the quantitative part included 25 experts from university professors active in the field of insurance, managers and high-ranking specialists of insurance companies who were selected by purposeful sampling. In the first part, 99 identifiers were extracted as factors of customer purchase behavior management with the library study tool, and then they were analyzed and categorized through the Clark and Brown coding method and Max Kyuda software. After screening and measuring their validity using the fuzzy Delphi method and distributing the questionnaire among the group of experts, 85 identifiers were extracted in the form of 19 sub-factors. Validity of Delphi questionnaire questions using content validity analysis with CVI coefficient equal to 0.91 and CVR equal to 88. It has been confirmed. The research results showed that the research model has three main behavioral, structural and contextual variables as the management factors of customer buying behavior
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