اولویت بندی عوامل ریزش مشتری (مطالعه موردی: نمایندگی های  بیمه عمر پاسارگاد در سطح استان مازندران)

فهرست

مقدمه                                                                                                                                       1

1- فصل اول: کلیات پژوهش                                                                                             2

1-1- مقدمه                                                                                                                                 3

1-2- بیان مسأله                                                                                                                           3

1-3- ضرورت و اهمیت پژوهش                                                                                                      4

1-4- مدل مفهومی تحقیق                                                                                                               5

1-5- فرضیات تحقیق                                                                                                                    6

1-6- سوالات تحقیق                                                                                                                     7

1-7- اهداف تحقیق                                                                                                                       7

1-8- قلمرو تحقیق                                                                                                                        8

1-8-1- قلمرو موضوعی                                                                                                                 8

1-8-2- قلمرو مکانی                                                                                                                     8

1-8-3- قلمرو زمانی                                                                                                                     8

1-9- روش تحقیق                                                                                                                        8

1-10- روش جمع آوری داده ها واطلاعات                                                                                         8

1-11- روش آماری و تجزیه و تحلیل داده ها                                                                                       9

1-12- تعریف واژه ها و اصطلاحات تحقیق                                                                                        9

1-13- جمع بندی فصل اول                                                                                                           10

2- فصل دوم: مروری بر ادبیات و پیشینه پژوهش(بخش اول: ادبیات پژوهش)                            11

2-1- مقدمه                                                                                                                                12

2-2- مبانی نظری                                                                                                                         12

2-2-1- صنعت بیمه                                                                                                                     12

2-2-2-  نقش بيمه در جامعه                                                                                                          14

2-2-3- فضاي کسب و کار صنعت بيمه کشور                                                                                    16

2-2-4- تقسيم بندي انواع بيمه                                                                                                        20

2-2-5-  بیمه عمر                                                                                                                        26

2-2-5-1- انواع بيمه هاي عمر                                                                                                        27

2-2-5-2- مزایای بيمه هاي عمر                                                                                                      32

2-2-5-3- عمده­ترین موانع توسعه بیمه عمر در ایران                                                                            33

2-2-5-4- راهکارهای توسعه بیمه عمر در ایران                                                                                   38

2-2-6- رابطه با مشتری                                                                                                                 45

2-2-6-1-  مدیریت ارتباط با مشتری                                                                                                45

2-2-6-2- اجزای مدیریت ارتباط با مشتری                                                                                        46

2-2-6-2-1- شناسایی مشتری                                                                                                        47

2-2-6-2-2- جذب مشتری                                                                                                           47

2-2-6-2-3- حفظ مشتری                                                                                                             47

2-2-6-2-4- توسعه مشتری                                                                                                           48

2-2-7- ریزش مشتری                                                                                                                  49

2-2-7-1- تعریف ریزش                                                                                                              49

2-2-7-2- دلایل ریزش                                                                                                                51

2- فصل دوم: مروری بر ادبیات و پیشینه پژوهش(بخش دوم: پیشینه تجربی پژوهش)                  54

2-3- مقدمه                                                                                                                                55

2-4- پیشینه کارهای انجام شده                                                                                                        55

2-4-1- پیشینه مطالعات داخلی                                                                                                       55

2-4-2- پیشینه مطالعات خارجی                                                                                                      59

2-5- جمع بندی فصل دوم                                                                                                             60

3- فصل سوم: روش شناسی پژوهش                                                                                        61

3-1- مقدمه                                                                                                                                62

3-2- روش پژوهش                                                                                                                     62

3-3- جامعه آماری                                                                                                                       63

3-4- نمونه و روش نمونه گیری                                                                                                       63

3-5- حجم نمونه                                                                                                                         64

3-6- روش گردآوری اطلاعات                                                                                                        64

3-7- ابزار جمع آوری داده ها                                                                                                         65

3-8- روایایی و پایایی پرسشنامه                                                                                                      66

3-8-1- روایی                                                                                                                            66

3-8-2- پایایی                                                                                                                            66

3-9- متغیرهای پژوهش                                                                                                                 67

3-9-1- متغیرهای مستقل                                                                                                               68

3-9-2- متغیرهای وابسته                                                                                                               68

3-10- روش تجزیه و تحلیل داده ها                                                                                                 68

3-11- جمع بندی فصل سوم                                                                                                          69

4- فصل چهارم: تجزیه و تحلیل داده های پژوهش(بخش اول: تحلیل توصیفی)                          70

4-1- مقدمه                                                                                                                                71

4-2- تجزیه و تحلیل توصیفی                                                                                                         71

4-2-1- متغیر های تحقیق                                                                                                              71

4-2-2- داده های توصیفی تحقیق                                                                                                    72

4-2-3- توصیف داده های جمعیت شناختی                                                                                        73

4- فصل چهارم: تجزیه و تحلیل داده های پژوهش(بخش دوم: تحلیل استنباطی)                         75

4-3- مقدمه                                                                                                                                76

4-4- بررسی وضعیت داده ها و متغیرها در بیمه پاسارگاد مازندران                                                            76

4-4-1- آزمون قابلیت اعتماد پرسشنامه مورد استفاده در تحقیق                                                                76

4-4-2-  آزمون الفای کرونباخ                                                                                                        77

4-4-3-  آزمون فریدمن                                                                                                                78

4-4-4- آزمون همبستگی پیرسون                                                                                                    79

4-4-5- پیش آزمونهای مدل سازی براساس رگرسیون خطی چندگانه                                                         81

4-4-5-1- آزمون تصادفی بودن مشاهدات                                                                                         81

4-4-5-2- آزمون نرمال بودن توزیع مشاهدات                                                                                    82

4-4-6- مدل رگرسیونی برای تبیین میزان تاثیر گذاری متغیرهای مستقل بر متغیر وابسته                                 83

4-4-7-  تحلیل مسیر مدل                                                                                                             85

4-5- جمع بندی فصل چهارم                                                                                                          86

5- فصل پنجم: خلاصه، نتیجه گیری و پیشنهادات                                                                     87

5-1- مقدمه                                                                                                                                88

5-2- مروری مختصر بر هدف، مسئله و چگونگی کار                                                                            88

5-3- نتایج آزمون ها                                                                                                                     89

5-4- تجزیه و تحلیل نتایج آزمون فرضیه ها                                                                                        89

5-5- نتایج تائید/ عدم تائید ازمون فرضیات                                                                                        90

5-5-1- نتایج آزمون های آلفای کرونباخ                                                                                           90

5-5-2- نتیجه آزمون فریدمن                                                                                                          90

5-5-3- نتیجه آزمون همبستگی پیرسون                                                                                             90

5-5-4- نتیجه آزمون تصادفی بودن مشاهدات                                                                                     90

5-5-5- نتیجه آزمون نرمال بودن توزیع مشاهدات                                                                                91

5-6- آزمون و تجزیه و تحلیل فرضیه ها                                                                                            91

5-7- بحث و مقایسه                                                                                                                     92

5-8- نتیجه گیری و پیشنهادات کاربردی                                                                                            96

5-9- برای تحقیقات آینده                                                                                                              98

5-10- محدودیت های تحقیق                                                                                                         98

5-11- جمع بندی فصل پنجم                                                                                                         98

پیوست ها                                                                                                                                99

پ1- پرسشنامه تحقیق                                                                                                                   99

پ2- داده ها و آزمون نرم افزار SPSS                                                                                            103

فهرست منابع و ماخذ                                                                                                             116

الف) جداول

جدول2-1                                                                                                                       25

جدول 3-1                                                                                                                      65

جدول 3-2                                                                                                                      67

جدول4-1                                                                                                                       72

جدول 4-2                                                                                                                      73

جدول 4-3                                                                                                                      76

جدول 4-4                                                                                                                      77

جدول 4-5                                                                                                                      78

جدول 4-6                                                                                                                      78

جدول 4-7                                                                                                                      79

جدول 4-8                                                                                                                      80

جدول 4-9                                                                                                                      81

جدول 4-10                                                                                                                    82

جدول 4-11                                                                                                                    84

جدول 5-1                                                                                                                      92

ب) نگاره ها

نگاره 1-1                                                                                                                       6

نگاره 2-1                                                                                                                       46

نگاره 2-2                                                                                                                       51

نگاره 4-1                                                                                                                       73

نگاره 4-2                                                                                                                       73

نگاره 4-3                                                                                                                       74

نگاره 4-4                                                                                                                       74

نگاره 4-5                                                                                                                       113