The Role of Insurance Buyers Skepticism on Price Sensitivity

mohamad javad Taghipourian, Nafiseh Norouzi

Abstract


The purpose of this study is evaluation of buyers' skepticism include, social responsibility, resilience to negative information, equity, and word of mouth advertising on buyers' price sensitivity. A Sample of 411 people using cluster sampling from real clients of Razi insurance customers in Mazandaran province was selected and Data were collected using a questionnaire. The questionnaire was adopted of two surveys Skarmeas and Leonidou  (2013) and Irani et al (2011) and hypotheses were tested by SEM via Smart PLS. Social responsibility Skepticism would effect on the level of price sensitivity when the hygiene factors are not observed in the organization but as long as the organization is in compliance will have little effect. While resilience to negative information, as well as equity and word of mouth advertising has a positive impact on price sensitivity. With attention to the fact that buyers' skepticism in the area of service marketing in Iran has not taken place, its results are for managers; especially insurance for reducing price sensitivity by reducing buyers' skepticism is beneficial.


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