Investigating the Relationship between Satisfaction from Health System Development Plan and Insured Persons' Loyalty from Implementation of the Plan Based on Randall Syl Model
Journal Title: The Journal of Tolooebehdasht - Year 2017, Vol 16, Issue 5
Abstract
Introduction:Health and insurance organizations have to deal with problems and fix them in the shortest time in order to survive and overcome market competitions and be able to develop and progress. In this regard, the best way to achieve this end in the organization is to identify the interests, needs, demands and knowledge about opinions, suggestions and critiques of organization staffs and people (customers). Method:The present study is a descriptive-applied research that was conducted by random sampling in 4 public hospitals in Yazd in 1395 with a sample size of 300 people (based on Morgan table). Data collection was done through a customer loyalty questionnaire based on Randall Syl model. Results: The results of this study showed that there is a direct and significant correlation between the satisfaction rate and the level of loyalty of the insured persons, between the satisfaction and attitude of the insured persons from the implementation of the health system reform plan, between the degree of satisfaction and the level of complaint behavior of the insured persons, between the degree of satisfaction and the willingness of the insured persons, between satisfaction rate and resistance to competitive bidding and satisfaction and positional loyalty. ((r=0/249, P<0.05), (r = 0.211, P<0.05), (P <0.001, r=0.421), (P <0.01, r = 0.289),(p <0.05, r = 0.223) and(p<0.001, r= 0.403) respectively). Conclusion: according to the increasing number of insurance companies, customer retention is the most important issue for companies. Based on the customer behavior, it has been proven that customer satisfaction will gradually create a sense of loyalty and trust in the organization in the customer. A loyal customer, in addition to re-purchasing products or services, as an additional factor in advertising the products and services of an organization, by giving advice and ordering to others, plays an important role in raising the profitability and improving the image of the organization in minds of potential customers.
Authors and Affiliations
Jafar Karimi, Hamid Reza Vaziergohar, Hadi Hematian
Keywords
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