A Survey on the External Factors Affecting the Client’s Satisfaction, Case study: Islamshahr insurance branch - Social Security Organization

This study investigates the external factors affecting the client’s satisfaction of the Islamshahr insurance branch – Tehran. A variety of factors including brand, location, marketing, online communication channels, related organizations and personalcharacteristics of the clients as independent variables, besides client satisfaction as a dependent variable have been considered in this research.

According to the applied objective of the research, the survey method was used. The statistical population in this study consists of 240,000 clients of the Islamshahr insurance branch. Using Cochran’s formula, 384 of these people were selected as asample by the use of simple random sampling. The Likert questionnaire was also used to collect statistical sample opinions. The reliability of the questionnaire was assessed and confirmed by Cronbach’s alpha according to its value (0.78).

The results of this study show that the proposed model has a strong overall fit (GOF value, 0.69), good quality (CV-COM for all non-negative structures), reliability (Cronbach’s alpha for all structures greater than 0.7), as well as the validity of recognition and validity of the structural model (the factor load of each item on the relevant structure is greater than the factor load of the same item on other structures). Moreover, the factor of online communication channels compared to other factors has the greatest effect on client’s satisfaction (beta path coefficients for the factor of offline communication channels are larger than other factors).Therefore, focusing on the items affecting the online communication channels can solve many problems in the process of improving the satisfaction of the Islamshahr branch clients.