عنوان مقاله [English]
In the competitive world and turbulent market due to the presence of various organizations in the industry, customers are the business axis of every industry and buying them and their attention to the organization is the main factor in gaining market position and competitive advantage. Therefore, the purpose of this research is to investigate the effect of the quality of insurance service on the intention to purchase life insurance and investment with the role of mediator of previous purchasing experiences. The present research is applied to the target and based on the data collection method, the research is descriptive and of a survey type-analytical type. The data from Parsian Life Insurance customers in Khorasan Razavi Province have been collected using simple sampling method and a questionnaire tool which is based on the study of Kasister et al. (2016) and its validity and reliability have been verified. Finally, 217 questionnaires were analyzed using structural equation type software. The findings of this study confirm all assumptions and indicate the direct impact of the quality of services (before and during the purchase) on the experience of previous purchases, the intention is to purchase, as well as the variables of previous purchasing experiences, have a mediating role in relation to the quality of customer intent Plays.