Authors : Mohammad Hakkak, Hojjat Vahdati and Afsaneh Sharifinasab
Abstract: Today, insurance is an important tool of economic and social that its reliance on various business and financial services sectors is inevitable and has the important and effective role in sustainable economic growth and development as an industry. In the meantime, savings and life insurance policies have a privileged position among the variety of insurance policies due to the financial needs of the family after the death of its head and also for savings. But despite the above advantages in terms of figures this type of insurance does not have a proper place in Iran. In this study, given the undeniable role of marketing in the development of the insurance policies, emotional marketing impact on customers’ purchase intention through, attitude is investigated. The present study is based on the objective of applied research, the nature of the research approach is causal in terms of data collection research is a descriptive component and the type of data is small. The study sample are all customers in the city of Ahvaz, Iran insurance company, a questionnaire was used to collect data from customers. Also, according to the infinity of the population, the sample size was estimated to be equal to 384, using the Cochran relationship. Finally, Structural Equation Modeling (SEM) were used to investigate the hypothesis and found that the effect of marketing sense attitude policyholders, policyholders’ attitude purchase intention and emotional marketing plan consumer purchases are positive, direct and meaningful.
Mohammad Hakkak, Hojjat Vahdati and Afsaneh Sharifinasab, 2016. Investigate the Role of Customer Attitudes in the Process of Emotional Marketing Impact on Savings and Life Insurance Buy Intention (Case Study: Iran Insurance Agency in Ahvaz City). International Business Management, 10: 1799-1808.