To Determine the Factors Affecting RFM in Sport Insurance Companies and to Prioritize Them Using FAHP Technique

Jafari Hajin, Afsar; Movakel, Mohammad Reza

doi:10.22059/jsm.2018.206330.1630

Document Type : Research Paper

Authors

¹ Assistant Professor, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

² MSc of Marketing Management in Sport, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2018.206330.1630

Abstract

Nowadays it is necessary for organizations to identify and anticipate customers’ needs. Given the importance of customer loyalty, the aim of this study was to determine those factors affecting RFM in sport insurance companies and to prioritize them using the technique of FAHP which were prioritizedby two variables: customer satisfaction and service quality. The population consisted of 230 experts and users of sport insurance and 35 academic experts. Consistency index (CI) was used to determine reliability and review of related literature,extracting structures, refining by a number of experts (n=10), early completion of pairwise comparisonquestionnaire and the final completion of pairwise comparison questionnairewere appliedto determine the validity.The data and necessary information were collected by the questionnaire, all of them were coded and prioritized using the Delphi method. Results demonstrated that between the two parameters affecting the RFM of customers, service quality received the first place and customer satisfaction occupied the second place from the participants’ viewpoints.Also,among the parameters affecting the service quality, reliability received the first place, empathy the second place, service guarantee the third place and accountability the fourth place from managers’ viewpoints. So, managers should pay more attention to the service quality and to improve communication with customers because this leads to customers’ more satisfaction from services.

Keywords

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Sport Management Journal

To Determine the Factors Affecting RFM in Sport Insurance Companies and to Prioritize Them Using FAHP Technique

References

References

Volume 9, Issue 3
December 2017
Pages 579-597

To Determine the Factors Affecting RFM in Sport Insurance Companies and to Prioritize Them Using FAHP Technique

References

References

Volume 9, Issue 3December 2017Pages 579-597

Volume 9, Issue 3
December 2017
Pages 579-597