Providing a Customer-Centric Knowledge Model Based on Individual Insurers' Loyalty Through an Information Registration Approach

The research aimed to introduce a customer-oriented knowledge model based on the loyalty of individual insurers using an information recording approach. The qualitative research method was systematically conducted, employing the grounded theory approach through interviews with experts in the insurance industry. Fifteen individuals were selected through targeted sampling. The collected data were analyzed using NVivo software, and the relevant model was presented. According to Strauss-Corbin's categories, there are ۶ causal conditions: suitability of insurance policy conditions, rating of customers based on special attention to specific customers, rating of customers based on "need level" for insurance services, empowerment of employees and managers, brand image, confidence, company credibility, service quality, and security. Additionally, there are ۲ background conditions (establishment of knowledge management and organizational structure), intervening conditions (social missions), ۶ strategies (discount/incentive schemes, organization of business processes, club launch customers, policyholder loyalty programs, establishing customer-centric strategies, and relationship marketing), and outcomes (loyalty, customer lifetime value, repeat purchases, and customer referrals). Data mining enables insurance companies to utilize existing data to identify customer behavior patterns. By identifying and developing services based on the actual needs of customers, insurance companies can enhance and refine their services. Through the utilization of existing data on policyholder loyalty, insurance companies can accurately pinpoint customer behavior patterns, needs, and preferences.

کلیدواژه ها:

Knowledge of customer orientation ، loyalty of insurers ، information registration