Designing and Explaining the Combined Purchasing Behavior Decision Model with Emphasis on Professional Ethics

Commitment of customers will be possible only in the light of creating a positive experience in their minds and creating such a positive experience in the minds of the insured only by observing professional ethics in decision making and setting practical organizational policies. Turns. Therefore, this study was conducted with the aim of designing and explaining the decision model of combined purchasing behavior of customers in the insurance services industry with an emphasis on professional ethics.

This research is applied-exploratory and was mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase of the research, marketing experts and senior managers of insurance companies were considered as a community and a total of 11 of them were selected using purposive sampling. In-depth and unstructured interview tools were found and data were analyzed by coding method. In the quantitative phase, the customers of insurance companies in Mazandaran province were considered as a community and 400 people were selected by the available method. The instrument was a closed and researcher-made questionnaire and confirmatory factor analysis and path analysis were used for analysis. SPSS, LISREL and smart-PLS software were used in the analysis.

Qualitative results showed 130 initial concepts that after review led to the identification of 14 main categories and by drawing hypothetical relationships between them, the research model was designed and tested and approved.

The core of the research model was the combined buying behavior of insurers. Factors such as competition of insurance companies, having special privileges, the degree of attention to professional ethics in the insurance company and the buying habits of the insurer as causal factors affect it. This behavior in the context of culture and legal requirements and with the intervention of brand power and employee empowerment leads to consequences such as customer loyalty, increased sales and growth of word of mouth.