Reflection on the Factors Affecting Customer Satisfaction in Iranian Automobile Insurance: An Application of Association Method

Although there are various models of "quality of service", none of them specifically look in to the service of "auto insurance". Furthermore those models have not been developed on Iranian social and economic environment. This study utilizes the qualitative method of grounded theory to identify factors affecting auto insurance customer satisfaction and provide a practical model. Subjective data of customers has been collected through an image test for 98 customers and has been analyzed through open, focal, and selective coding in the context of grounded theory, with the help of MaxQDA software and by two expert assessors. Reliability of the coding has been controlled by Cohen's kappa in each stages.
The final model for auto insurance customers has three layers of factors (core, operating, characteristic) and has three types of variables. This model includes four core factors: 1) products and services; 2) the value of services; 3) interaction and 4) mental image. Some of these factors increase and decrease satisfaction, some others only increase and others just cause dissatisfaction.