عنوان انگلیسی مقاله:

Determinant of customer loyalty in Malaysian Takaful Industry

ترجمه عنوان مقاله: تعیین وفاداری مشتری در صنعت بیمه مالزی

رشته: مدیریت بازاریابی، مدیریت بیمه

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The Malaysian Takaful industry is considered a growing industry with significant progress and continues to play an important socioeconomic role within the economy. In the new global economy, service providers are competing to develop and retain customers through increased satisfaction and loyalty. To achieve this aim, customer knowledge has been increasingly recognized as a key strategy in managing customer relationships. Organizations sometimes are not aware of what actually goes on in a customer’s mind. This study is aimed to investigate the factors influencing customer loyalty among Malaysian Takaful customers. It focuses on the relationships among customer relationship management, customer satisfaction and customer loyalty. The population of the study will consist of customers who have subscribed to the Islamic insurance products and services. Self-administered questionnaires are distributed to eight Takaful companies in Malaysia as a study setting for this study. Structural Equation Modeling (SEM) is applied to test the constructs’ relationships. It is expected that findings from this study will contribute to the existing literature to both theoretical and managerial approaches in order to better understand the pattern of customer knowledge management, customer relationship management and customer lifetime value, especially in Takaful industry settings.

Keywords: Customer Loyalty, Customer Relationship Management, Malaysia, Satisfaction, Takaful Industry

مقدمه مقاله

In the new global economy, service providers are competin g to develop and retain customers through increased satisfaction and loyalty.  Customers who have a strong relationship with a service provider represent a major source of profit.  Thus, in order to improve strategies in maintaining the customers, we have to understand their behaviours, investigate  their  needs  and  wants  (Peppers  &  Rogers, 2004).    Recently,  Jamil & Aryaty (2010)  highlights  service  provider’s  utilized  relationship  marketing  as  a  strat egy  to  maintain  long  term  relationship  with  current  and  also  poten tial customers. 

 

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