Identifying, Prioritizing, and Assessing the Factors Influencing Customer Loyalty in Clients Covered by Supplemental Insurance

Given that the market environment is becoming specialized in different sectors, it is necessary to identify specialized indicators of customer loyalty and their priority to improve the provision of complementary health insurance services. This study aimed to identify, prioritize, and measure the loyalty indicators in people covered by supplemental insurance.

An exploratory study was conducted using a mixed-method (qualitative-quantitative) approach. In the qualitative section, 20 interviews were conducted with faculty members, managers, and experts of insurance companies in Ahvaz (Khuzestan province, Iran). In the quantitative section, 380 interviews were conducted with the staff of supplementary health insurance. In the qualitative section, the data were first extracted using scoping review methodology, then coded and classified using the data-driven method. Next, each indicator was prioritized using the fuzzy analytical hierarchy process (AHP). Data were analyzed using structural equation modeling (SEM) and Smart PLS software.

We included a total of 38 articles in the scoping review. After the semi-structured interview, five indicators were identified, including customer satisfaction, customer trust, repurchase intention, recommendation to others, and brand preference. Moreover, customer satisfaction (0.269), repurchase intention (0.233), brand preference (0.196), customer trust (0.155), and recommendation to others (0.147) had the greatest impact on customer loyalty.

According to the results, customer satisfaction was the most important factor influencing loyalty. Therefore, the managers of insurance companies should pay more attention to increase satisfaction of insured individuals and improve customer loyalty in companies.