An investigation about the moderating effect of Machiavellianism on the relationship between insurance customers’ dissatisfaction and cheating

These days, cheating is one of the most important threats faced by insurance companies. In this study, we investigate the effect of customer dissatisfaction on customer cheating with moderating role of Machiavellianism. Statistical population of this research consist of all customers (between 40 to 50 thousand customers) of Parsian Insurance Company in Guilan Province. Our sample size is 400 customers according to Cochran’s formula. We have distributed questionnaires in a convenient sampling. This research is practical in terms of research orientations, descriptive study in terms of objectives, survey in terms of research strategies and questionnaire based in terms of data collection. We use SPSS and Smart PLS softwares. Results indicate customer dissatisfaction increases customer cheating. In addition, Machiavellianism moderates the relationship between customer dissatisfaction and cheating of insurance customers.