Journal of Accounting and Management Vision

Journal of Accounting and Management Vision

The effect of service value on customer retention with the mediating role of cognitive satisfaction and emotional satisfaction of users of social security insurance electronic services in Markazi Province.

Document Type : Original Article

Authors
karim sarabadani 1
maryam mirsamiey 2
fatemeh sirosian 3
1 Master of Management, Malayer University, Malayer, Iran.
2 Master of Business Administration - International Business, Payam Noor University of West Tehran, Tehran, Iran.
3 Master of Business Administration - Marketing, Arak Branch, Islamic Azad University, Arak, Iran.
Abstract
The present study investigated the effect of service value on customer retention with the mediating role of cognitive satisfaction and emotional satisfaction of users of electronic services of social security insurance of Markazi province. This study was applied in terms of purpose and descriptive survey in terms of method. The data required for this study were collected by questionnaires of service value (Baghban Parshkoeh, 2016), customer retention (Gibb, 2005), cognitive satisfaction and emotional satisfaction of Karimi Alavijeh and Ali Talab (2017). The statistical population of this study was users of electronic services of social security insurance of Markazi province. Due to the unlimited size of the population, 384 people were selected using the Cochran formula using the available method. In this study, descriptive and inferential statistical methods (using the regression method using PLS software) were used to analyze the data, and the results obtained showed that service value has a significant effect on cognitive satisfaction and emotional satisfaction. The results obtained also showed that cognitive satisfaction and emotional satisfaction have a significant effect on customer retention. Also, the results of the effectiveness of service value on customer retention through the mediation of emotional satisfaction were also reported to be positive. In other words, for service value to lead to customer retention, just creating value for the customer cannot be enough, but emotional satisfaction must be addressed in order to make the customer loyal to you and retain the customer.
Keywords
Service value
customer retention
cognitive satisfaction
emotional satisfaction

Subjects