THE DIFFERENT ROLES OF CUSTOMER COMMITMENT IN THE INSURANCE SERVICE INDUSTRY

Abstract

The main objective of the current study is to determine the different roles of customer commitment towards the company with a clear perception of the company's image by customers. The study attempted to explore the role of emotional commitment, normative commitment, and continuous commitment in enhancing customer responses through the desire to pay a price premium, the intention to stay with the company, and word of mouth advertising. A sample of clients of the Iraqi National Insurance Company was selected as a sample for the study, reached number forms Result (592) Form He was the good of which for analysis Just (525). Some statistical tools were used (mean, standard deviation, Cronbach's alpha, Pearson's correlation coefficient) and through structural equation modeling, the main hypotheses of the study were tested. The study found that there is a direct effect of the dimensions of commitment on customer responses, and it also showed that there is an interactive role of the company's image on those responses. Study recommended to improve relationship company with customers Whose They have ready and intention to perpetuate Relationship with company from during Use programs analysis profitability the customer and find out a class all Customer from purchases company.