تأثیر مدیریت دانش، تعهد سازمانی و مدیریت ارتباط با مشتری بر سودآوری مشتری با بررسی نقش تعدیل‌کنندگی تصویر برند

This study analyzes the internal organizational factors and customer-centric strategies in the Iranian insurance industry, showing that three core pillars—knowledge management, organizational commitment, and customer relationship management—can influence customer satisfaction, loyalty, and the profitability of insurance companies both directly and indirectly. Customer satisfaction acts as a mediator among these three factors, and brand image functions as a moderating factor in the relationships between these factors and loyalty and profitability. The study population consists of purchasers of Pasargad Insurance Company policies in Tehran Province, and a stratified random sampling method was used with a sample of 384 respondents. The research design is descriptive-survey with a quantitative approach, and data were collected using a standard questionnaire. The structural equation model was analyzed with the PLS-4 software to examine the complex relationships among the variables. The results ultimately indicate a positive and significant relationship between knowledge management, organizational commitment, and customer relationship management and customer satisfaction, loyalty, and profitability. These findings present a comprehensive model that addresses gaps in the literature and offers practical implications for managers in the insurance industry. For Pasargad Company, investing in knowledge management, strengthening employee commitment, and developing customer relationship management systems can increase customer satisfaction and lead to higher loyalty and profitability.Note: Separate the keywords with a comma, and initials should not be capital. Keywords can be listed in any order. Write the label “Keywords:” (in italic) one line below the abstract, indented 0.5 inch like a regular paragraph, followed by the keywords in lowercase (but capitalize proper nouns), separated by commas. Do not use a period or other punctuation after the last keyword. If the keywords run onto a second line, the second line is not indented.