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Identification and prioritization of factors influencing the purchase of insurance portfolios with AHP approach
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B. Babazadeh Baloochi   , K. Shahroudi , M. Mirbargkar , F. Farahbod |
| Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran |
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Abstract: (222 Views) |
| The main objective of this research is to identify and prioritize the factors influencing the purchase of insurance portfolios using the AHP approach. The research is applied and descriptive in nature, and the data were collected in Excel tables and are quantitative. The data used in this study were obtained from the Cooperative Insurance Company, related to the purchases of 33,671 customers. The nature of this research is data-driven, and the main basis of the research is to discover knowledge from the database of the Cooperative Insurance Company. In this study, transactions related to Cooperative Insurance customers were examined. After identifying the factors influencing the purchase of insurance portfolios, these factors were validated by 15 experts using the Delphi technique and then prioritized using Expert Choice software. The findings indicated that delay, frequency, monetary value, and customer relationship length are effective in examining the behavior of policyholders. It was determined that the criterion of monetary value, with a score of (0.473), holds the highest importance according to experts in weighting, ranking first, followed by frequency with a score of (0.216), delay with a score of (0.169), and customer relationship length with a score of (0.142) in fourth place. |
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| Keywords: Purchase Model, Policyholders, Insurance Portfolios, Cooperative Insurance |
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Full-Text [PDF 464 kb]
(88 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2024/09/15 | Accepted: 2024/12/15
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