Designing the Customer Loyalty Model of Social Security Organization with the Grounded Theory Approach

The present article with a comprehensive approach and qualitative research method based on the theory of Strauss and Corbin (1990) presents the model of customer loyalty of the Social Security Organization. The theory led to the identification of causal, contextual, intervening and evaluation dimensions in the analysis of customer behavior based on the presentation of the model of customer loyalty of social security organization. The results showed that the effective causal factors on Customer loyalty include: service strategy, identifying needs and expectations, personal and behavioral characteristics of employees, selecting people based on merit, customers' inner desires, familiarity and mastery of personnel with the rules and regulations of the organization, brand identity, commitment and customer satisfaction. Strategic factors affecting customer loyalty include marketing and advertising tools, implementation of strategic plans, accountability and management tools. Implications for customer loyalty include developing long-term customer relationships, reducing costs, anticipating and planning, long-term success and risk reduction.