TY  - JOUR
T1  - The Relationship Between Service Quality with Customer Satisfaction and
Words of Mouth (Iran Insurance Branch, Guilan)
AU - Yousefi, Ali 
JO  - International Business Management
VL  - 10
IS  - 29
SP  - 6542
EP  - 6549
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.6542.6549
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.6542.6549
KW  - Service quality
KW  -customer satisfaction
KW  -words of mouth
KW  -SEM and LISREL
KW  -collect data
AB  - The desire to services quality plays an important role in the service industries such as insurance
services and banking, etc. as quality of service is crucial to count for the survival and profitability of the
organization. Today, customer satisfaction and service quality is critical in most service industries. Given the
competitive issues from observing services quality, the subject also in the insurance industry is important
based on administrative reform plan which is required to provide quality services and meet customer’s
demands. This study aims to assess the factors affecting the positive words of mouth in the insurance services
market. The population is 409 customers from Iran insurance company, Guilan that were selected by simple
random sampling. To collect data, a questionnaire was used and structural equation SEM and LISREL Software
was used to analyze the data. The findings indicate a significant positive relationship between all aspects of
service quality and customer satisfaction. Findings indicate that there is significant positive relationship
between customer satisfaction and customer words of mouth. Therefore, we can conclude that there is
significant positive relationship between the dimensions of service quality with customer satisfaction and
customer words of mouth in Iran insurance company in Guilan province.
ER  -