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The First International Conference on Iran Insurance Industry, Challenges and Opportunities Factors Affecting Customer

Problem statement. According to intangibility of services and customers' attempts to perceive their economic value, the question is how they do this when the quality or merits of intrinsic attributes are hard to assess. . Research necessity. 1. Customer perceived value(CPV) has especially become

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The First International Conference on Iran Insurance Industry, Challenges and Opportunities Factors Affecting Customer

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    1. The First International Conference on Iran Insurance Industry, Challenges and Opportunities "Factors Affecting Customer Perceived Value of B-t-B Insurance Services and Its Outcomes" By: Azar Kaffashpor, PhD Behzad Hassannezhad Kashani, MBA

    2. Problem statement According to intangibility of services and customers’ attempts to perceive their economic value, the question is how they do this when the quality or merits of intrinsic attributes are hard to assess.

    3. Research necessity 1. Customer perceived value(CPV) has especially become the focus of marketing strategies in recent years because it is recognized as a source of competitive advantage but it has not been addressed to research in Iran. 2. Clarifying various aspects of consumer behavior such as purchase intentions

    4. Purpose of the study 1. understanding drivers of customers’ perceptions of value 2. assessing the consequences of value perceptions among industrial customers of insurance services in Iran

    5. Research Hypotheses H1. Corporate reputation has a positive effect on CPV. H2. Information sharing has a positive effect on CPV. H3. Distributive fairness has a positive effect on CPV. H4. Flexibility has a positive effect on CPV. H5. Customer involvement has a positive effect on CPV. H6. CPV has a positive effect on word-of-mouth. H7. CPV has a negative effect on search for alternatives.

    6. Conceptual model

    7. Definition of terms Customer perceived value CPV is a function of the total sum of benefits (B) received divided by the total sum of sacrifices (S) made by the customer to receive the benefits

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