Identification and Classification of Customer Loyalty Programs (Case Study of insurance customers Pasargad in Shiraz)

The purpose of this research is to identify and categorize on the other hand insurance customer loyalty programs Using a systematic review approach; so, this research is applied, qualitative, inductive, non-laboratory, and cross-sectional research. The statistical population of the research is loyalty program experts, who are aware of the insurance industry. A judicious and targeted Sampling method to Select the Participants and the theoretical Saturation rule for the Sample size has been used. Finally,  the sample size has been extended to 14 by snowball method. In the first stage, the systematic review of programs is identified and in the second stage, the content validity index is used to determine the validity of identified programs in the insurance industry. At the end, selected programs are categorized and validated with the CAPA index. The results show that, according to insurance customers, 15 loyalty programs include awards are as fallow: cash discounts, volume discounts, surcharges and free insurance services (Asantivon), coupons, free non-insurance services, credit cards, insurance policy options, access to sites and apps , Reduced service delivery times, personalized insurance services, non-monetary rewards, preferential behavior, leisure facilities for customers and customer clubs. these programs are grouped into four categories.