Explaining the decline of Iranian insurance policyholders with emphasis on cognitive and behavioral components

The decline of policyholders is one of the most important indicators in the insurance industry. In various researches, many factors have been investigated as factors affecting the loss of insurance policyholders. But the main purpose of this research is to explain the decline of Iranian insurance policyholders by emphasizing cognitive and behavioral components. This research is based on the objective of the applied type, and in terms of data collection, it is descriptive of the correlation type. The statistical population of the research was Iran's insurance policyholders in Gilan province, and the sampling method in this research is nonprobability, and 352 people have been considered as a sample. The data collection tool in this research is also a questionnaire, which was confirmed through validity and reliability. In this research, Topsis technique was used for analysis in the partial least squares section of Smart PLS software and Topsis Solver software was used to rank the factors affecting customer churn. The results of the research hypotheses test showed that the variables of policyholder's purchasing volume, policyholder's habits and nature, policyholder's emotional response and policyholder's purchase history have a negative and significant effect on customer churn and the effect of policyholder's consumerism and policyholder's cognitive evaluation on The loss of customers has not been confirmed. In examining the moderation hypotheses, these two hypotheses were not confirmed. According to the results obtained to reduce the loss of customers, Iranian insurance policymakers and marketers should pay special attention to strengthening the purchase volume, strengthening the habits and temperament of the policyholder in line with the purchase, strengthening the emotional response of the policyholder and the purchase history of policyholders.