The effect of the company's social responsibility on the desire for long-term relationship in the customer according to the role of the company's image and the customer's citizen behavior (case study: Day insurance customers in Gilan province)

Insurance is one of the most important tools invented to prepare for facing threats. Undoubtedly, insurance is one of the greatest achievements of developed human life, which has proven its effectiveness in many ways. Therefore, the main purpose of the research is the effect of the company's social responsibility on the desire for long-term relationship in the customer, considering the role of the company's image and the behavior of the citizen customers of the day insurance in Gilan province. This research is applied in terms of purpose and in terms of data collection, it is in the category of descriptive research. The statistical population of the research is the customers of insurance agencies in Gilan province. The sampling method in this research is non-probability. The number of samples is The calculation is equal to 365 people. Due to the non-receipt of some questionnaires, about 400 questionnaires were distributed. Of these, about 379 questionnaires were returned. Some of the returned questionnaires were not completed and finally, considering that the calculated sample was equal to 365 customers, for this reason, 365 questionnaires were used for the final analysis. The method of data collection in this field research and the collection tool was also a questionnaire. In this research, SPSS and SmartPLS software were used for analysis. The results of the research hypotheses showed that all the research hypotheses were confirmed except for the effect of economic responsibility on the image of Day Insurance Company of Gilan province.