STUDYING THE EFFECT OF PERCEIVED VALUE AND TRUST ON BEHAVIOURAL INTENTIONS: A CASE STUDY OF INSURED’S

Nowadays insurance organizations had understand importance of having contact with customers and consent and loyalty to these organizations are the reason of their accomplishment so identifying customer behavioral intention has a specific importance and one way to increase customers' behavioral intention in a positive line is improve the perceived value and increasing belief of customers. Therefore, the goal of this research is checking these two factors. The study analyzed 384 customers of an insurance organization. The results showed that belief and its components effect customer behavioral intentions; meanwhile perceived value and its components effect belief of customers. Structure models of believe perceive value and customer behavioral intention had a good fitness and so hypothesizes of research are confirmed. Insurance organizations should consider that for increasing customer behavioral intention they should increase believe and perceive value.