A Study of the Relationship of Customer Participation Behavior and Citizenship Behavior on Purchase Refusal Intention: A Case Study of an Insurance Company

The insurance industry is among those which require policyholders to play an active role. Without the participation of policyholders, companies active in this industry will not be able to provide desirable services. The present study amied to investigate the relationship of participatory behavior and citizenship behavior of customers (policyholders) with their intention for refusing purchase from an insurance company. In this study, a sample of 385 people was selected by using Cochran’s formula and based on simple random sampling method, an author-made questionnaire was used for measuring research variables. Research data was analyzed by using the structural questionnaire. It should be noted that the results of the structural equations analysis through AMOS software shows that costumer (policyholder) participation behavior, citizenship behavior and satisfaction have a significance negative effect on customer purchase refusal intention, and that costumer participation behavior and citizenship behavior have a significance positive effect on costumer satisfaction.