The political economy of the insurance industry in Iran: examining the pattern of consumer behavior based on the Foundation's data approach

Today's most successful companies build their entire business around the customer, and for the customer, experience is the single most important determinant of loyalty. 84% of customers say that the experience a company offers is as important as its products or services - and yet there is a huge gap between what a customer expects and what most businesses actually offer. Customer orientation and attention to consumer behavior is the key to the success of many service businesses, of which insurance companies are one. The purpose of this study is to provide a model of consumer behavior in obtaining new insurance services based on the data approach of the foundation. The statistical population of this study included 17 Experts from academic and insurance industry who were selected by snowball method and interviews were used to collect the required data. In this study, an attempt was made to interview people who have more than ten years of work experience and have knowledge of issues related to consumer behavior and modern insurance services. Data were analyzed using a qualitative method and data approach of the foundation. Data analysis was performed by open, centralized and selective coding and finally led to the presentation of the final model including six main dimensions and twenty-seven sub-dimensions.The results show that the pattern of consumer behavior in obtaining new insurance services revolves around the central category of marketing of new insurance services and development of services.