The Effect of Salesforce Reputation on Loyalty and Customer Share of Wallet with Regard to the Mediating Role of Experiential Value Added in Iran Insurance Company

The main objective of this study was to examine the impact of sales force reputation on customer loyalty and share of wallet in Tehran branches of Iran Insurance Company. Furthermore, the study examines how experiential value added mediates this relationship. The philosophy of the research is positivism, the approach is deductive and the strategy is surveying. Therefore, after reviewing the literature and designing a conceptual model, a questionnaire consisting of 26 questions distributed to a sample of 384 customers of Iran Insurance Company in Tehran using convenience sampling. Face and content validity was verified relying on experts and standard questionnaires, and, construct validity was verified using confirmatory factor analysis. Reliability was approved through Cronbach's alpha, composite reliability, and average variance. Then, the data were analyzed and tested in LISREL using the correlation matrix, structural equation model, and model fitness. Finally, it was found that sales force reputation has an impact on customer loyalty and share of wallet, but if it can boost the experiential value added. Therefore, this organization and similar organizations for increasing customer loyalty and share of wallet, in addition to strengthening sales force reputation, should realize mechanisms to transform this reputation to improved customer experience in terms of economic value, efficiency and excellence of service and enjoyable interactions.