Proposing and Analyzing a Model for the Influence of Ethical Sales Behavior on Customers Loyalty with a Case Study in Parsian Insurance Company

Nowadays countries with advanced economies are moving toward service industries. In this regard, we could point to the insurance industry, which is operating in various branches throughout the world. On the other hand, the customers’ ability of selection among various companies has led to more competition in the market of this industry. Customers’ satisfaction is also not enough for companies so they are looking for developing the loyalty among their customers. The population is customers of Parsian’s automobile insurance. The theoretical topics collected by means of library and the data was obtained from a questionnaire which was the combination of few standard questionnaires. To analyze the data and investigation of the research’s assumptions, the structural equation modeling embedded in the AMOS software was applied. The results of analyzing data reveal that the presented model is an appropriate model for investigation the influence of ethical sales behavior on customer’s loyalty in insurance company. Results also show that the salesperson’s ethical behavior has an important influence on customers’ satisfaction from salesperson and their trust and commitment to the seller. Also the results show that ethical sales behavior indirectly affects on trust, satisfaction and loyalty of consumer. In the other word, through improvement of ethical sales behavior, the satisfaction, trust and loyalty of customer to the insurance company would rise.