The effects of Ethical Sale Behaviors on Customer Loyalty with the transaction cost theory approach in life insurances: Study of the Iran Insurance Company of Sanandaj

In life insurance marketing, a mutual relationship between seller and customer is created as a special form of long term negotiation, thus seller and customer or the insured both affect the sale result. Seller as the first contact of the organization considerably impacts the customer perception of the reliability of the organization providing services, its services value and finally the relationship between customer and the related organization. The aim of this study is to examine the effect of moral behavior on customer loyalty with an approach to transaction cost theory in life insurance. For this purpose, Iran Insurance Company customers were chosen as statistical population and research sample consisted of life insurance buyers in several branches of this company. To determine the size of the sample, classified- random sampling and to collect data, questionnaire was used. Finally data of 371 questionnaires was used as the basis for analysis. Findings of this research using structural equation and path analysis indicate that there is a positive and significant effect between research variables. Seller moral sale behavior has a positive impact on advantages of customer perceived reliance and satisfaction. Advantages of customer perceived reliance and satisfaction has positive effect on customer. Seller morale sale behavior has positive impact on customer loyalty through mediating variables of advantages of customer perceived reliance. From the findings of this study it can be concluded that it is satisfied and loyal customers who finally lead to organization profitability in long term.