Abstract:

A multidimensional pattern of consumer trust, perceived value and behavioral loyalty have been investigated in the present research. We used a questionnaire to collect data, and SPSS software and SEM method for analyzing gathered data. The questionnaire validity and reliability was confirmed by content validity, construct validity and Cronbach's alpha tests. Statistical population includes governmental and non-governmental insurance customers. The sampling method is market share-based classified random method. In governmental companies' area, findings showed the impact of cognitive trust and utilitarian perceived value on repurchase intention is stronger than non-governmental area. No relationship has been seen between affective trust and hedonic perceived value in the governmental area, and the relationship between hedonic value and advocacy intention in the non-governmental area. In addition, the utilitarian perceived value impact on hedonic perceived value in the governmental area is stronger than another area. Totally, the severity of the relationship between trust, perceived value and loyalty aspects in governmental insurance is more than non-governmental part.

Keywords: