Dimensions of Quality, Life Insured's Attitudinal and Behavioral Loyalty

The problem of perceived quality by customers is an important topic that had been concentrated by service companies. Because presenting service with excellent quality lead to strong competitive advantage such as increasing customer’s satisfaction and loyalty for companies. This research identifies dimensions of perceived quality and investigates effect of these dimensions on attitudinal and behavioral loyalty and also moderating role of attitudinal loyalty between 267 life insured of Saman Company in Tehran city. Based on exploratory factor analysis three independent latent variables including tangibles attributes, hard attributes (technical dimension) and soft attributes (functional dimension) as perceived quality’s dimensions and two dependent latent variables including attitudinal loyalty and behavioral loyalty are identified. Measurement models of dependent and independent variables are accepted via confirmatory factor analysis. To test hypotheses, correlation analysis and structural equations are used that results show service tangibles attributes do not have significant effect on insured’s attitudinal and behavioral loyalty. Service hard attributes (technical dimension) have positive and significant effect on insured’s attitudinal and behavioral loyalty and finally service soft attributes (functional dimension) indirectly via attitudinal loyalty have positive and significant effect on insured’s behavioral loyalty.