Sigorta Sektöründe İlişki Pazarlamasının Yapısal Özellikleri

Year 2024, Volume: 5 Issue: 2, 223 - 233, 30.12.2024

Gülay Erol Boyacı

https://doi.org/10.54439/gupayad.1566985

Abstract

Amaç: Pazarlama stratejilerindeki dönüşümler, tüm paydaşlarla etkileşim odaklı ilişki pazarlaması yaklaşımını özellikle hizmet sektörlerinde ön plana çıkarmıştır. Özellikle finansal ürünler gibi somut ve soyut unsurlara sahip karmaşık ürünlerin olduğu sektörlerde, rekabet avantajı sağlayan bir strateji olarak öne çıkmaktadır. Sigorta ürünlerinin doğası gereği iletişimin sürekliliği, firmaların başarılarını sürdürebilmeleri açısından önemlidir. Literatürde, sigorta sektöründe ilişki pazarlamasının stratejik bir araç olarak kullanılmasının önemi vurgulanmakla birlikte, bu konunun yeterince incelenmediği belirtilmektedir. Bu doğrultuda çalışmanın amacı, ilişki pazarlamasının yapısını sigorta sektörü özelinde incelemektir. Gereç ve Yöntem: Sigorta sektörü özelinde ilişki pazarlamasının amaçları, araçları ve tanımlayıcı yapıları tartışılmak üzere Lindgreen (2001) ile Agariya ve Singh (2011)’in bulguları birleştirilmiştir. Bu bulgulardan hareketle mevcut çalışma kapsamında 2009 yılı sonrasındaki sigorta sektörüne odaklanan ilişki pazarlaması araştırmaları incelenmiştir. Bulgular: İncelemeler, sigorta sektöründe kullanılan ilişki pazarlaması araçları ve stratejinin tanımlayıcı yapıları listesine yeni kavramların eklenebileceğini göstermiştir. Çapraz satış, satış sonrası hizmetler, halkla ilişkiler ve kulaktan kulağa pazarlama, sigorta sektöründe ilişki pazarlamasının önemli araçları olarak tespit edilmiştir. Ayrıca, ilişkinin algılanan değeri kavramının da stratejinin sigorta sektöründeki tanımlayıcı yapılarından biri olduğu görülmüştür. Sonuç: Bu çalışma ile, uzun vadeli ilişkileri derinleştiren ve sürdürülebilir iş modelleri oluşturan bir strateji olarak ilişki pazarlamasının, sigorta sektöründe müşteri sadakatini artırma ve rekabet avantajı elde etme açısından taşıdığı önem bir kez daha vurgulanmaktadır.

Keywords

İlişki pazarlaması, sigorta sektörü, literatür taraması

Ethical Statement

Bu çalışma bilimsel araştırma ve yayın etiği izni gerektiren bir çalışma olmadığı için etik kurul onayı alınmamıştır. Bu makalenin ilk versiyonu, 28-29 Eylül 2017 tarihleri arasında Karabük Üniversitesi'nin ev sahipliğinde düzenlenen 3.Ulusal Sigorta ve Aktüerya Kongresinde sözlü olarak sunulmuş ve özeti yayımlanmıştır.

Structural Features of Relationship Marketing in the Insurance Sector

Abstract

Purpose: Transformations in marketing strategies have brought relationship marketing, focusing on stakeholder interaction, to the forefront, especially in service sectors. In industries with complex products that have both tangible and intangible elements such as financial products, relationship marketing provides a competitive advantage. Due to the nature of insurance products, continuous communication is critical for companies’ sustained success. While literature emphasizes the need for relationship marketing as a strategic tool in the insurance sector, yet it also highlights that this area has not been sufficiently explored it remains underexplored. Thus, this study aims to examine the structure of relationship marketing specifically within the insurance sector. Material and Method: This study combines Lindgreen’s (2001) findings with those of Agariya and Singh (2011) to discuss the objectives, tools, and defining structures of relationship marketing in the insurance sector, focusing on research conducted after 2009. Findings: The analysis revealed that new concepts could be added to the tools and defining structures of insurance sector. Cross-selling, after-sales services, public relations, and word-of-mouth marketing were identified as key tools. The perceived value of relationship was highlighted as a defining structure in the sector. Results: This study emphasizes the importance of relationship marketing in fostering long-term relationships and sustainable business models, which enhance customer loyalty and provide a competitive advantage in the insurance sector.

Keywords

Relationship marketing, insurance sector, literature review

References

• Abtin, A., & Pouramiri, M. (2016). The impact of relationship marketing on customer loyalty enhancement (Case study: Kerman Iran insurance company). Marketing and Branding Research, 3(1), 41-49. Retrieved from: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3340444
• Agariya, A. K., & Singh, D. (2011). What really defines relationship marketing? A review of definitions and general and sector-specific defining constructs. Journal of Relationship Marketing, 10(4), 203-237. http://dx.doi.org/ 10.1080/15332667.2011.624905
• Ansari, A., & Riasi, A. (2016). Modelling and evaluating customer loyalty using neural networks: Evidence from startup insurance companies. Future Business Journal, 2(1), 15-30. http://dx.doi.org/10.1016/j.fbj.2016.04.001
• Bazini, E., Elmazi, L., & Sinanaj, S. (2012). Importance of relationship marketing management in the insurance business in Albania. In XI International Conference (Vol. 44, pp. 155-162). Ohrid: Procedia - Social and Behavioral Sciences. Retrieved from: https://www.sciencedirect. com/science/article/pii/S1877042812011366 Beaumont, C., Berry, D., & Ricketts, J. (2022). Technology has empowered the consumer, but marketing communications need to catch-up: an approach to fast-forward the future. Businesses, 2, 246-272. https://doi.org/10.3390/businesses2020017
• Beloucif, A., Donaldson, B., & Kazanci, U. (2004). Insurance broker-client relationships: An assessment of quality and duration. Journal of Financial Services Marketing, 8(4), 327-342. https://doi.org/10.1057/palgrave.fsm.4770130
• Berry, L. L. (1995). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. https://doi.org/10.1177/009207039502300402 Berry, L. L. (2002). Relationship marketing of services perspectives from 1983 and 2000. Journal of Relationship Marketing, 1(1), 59-77. http://dx.doi.org/10.1300/J366v01n01_05
• Chen, T. Y., Yeh, T. L., & Yeh, H. C. (2011). Trust-building mechanisms and relationship capital. Journal of Relationship Marketing, 10(3), 113-144. http://dx.doi.org/10.1080/15332667.2011.596471
• Coulter, K. S., & Coulter, R. A. (2003). The effects of industry knowledge on the development of trust in service relationships. International Journal of Research in Marketing, 20, 31-43. https://doi.org/10.1016/S0167-8116(02)00120-9
• Crosby, L. A., & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404-411. https://doi.org/10.2307/3151388
• Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. https://doi.org/10.2307/1251817
• Das, K. (2009). Relationship marketing research (1994-2006): An academic literature review and classification. Marketing Intelligence & Planning, 27(3), 326-363. https://doi.org/10.1108/02634500910955236
• Isimoya, O., & Olaniyan, M. (2020). Impact of relationship marketing dimensions on word-of-mouth communications in the insurance industry in Nigeria. ŒCONOMICA, 16(3), 89-110. Retrieved from: https://www.ceeol.com/search/article-detail?id=935679
• Kasman, A., Kasman, S., & Gökalp, G. (2020). Stability, competition, and concentration in the Turkish insurance sector. International Journal of the Economics of Business, 27(2), 269-289. https://doi.org/10.1080/13571516.2019.1664835
• Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: the future is immersive. John Wiley & Sons. Lindgreen, A. (2001). A framework for studying relationship marketing dyads. Qualitative Market Research: An International Journal, 4(2), 75-88. https://doi.org/10.1108/13522750110388572
• Liu, R. (2018). Reappraising the role of word-of-mouth communication as both antecedent and outcome in relationship marketing: An abstract. In N. Krey & P. Rossi (Eds.), Boundary blurred: A seamless customer experience in virtual and real spaces. AMSAC 2018. Developments in marketing science: Proceedings of the Academy of Marketing Science (pp. 563-564). Springer, Cham. https://doi.org/10.1007/978-3-319-99181-8_100
• Loots, H., & Grobler, A. (2014). Applying marketing management and communication management theories to increase client retention in the short-term insurance industry. Public Relations Review, 40, 328-337. http://dx.doi.org/ 10.1016/j.pubrev.2013.10.004
• Mutlu, H. M., & Taş, I. (2012). Antecedents of insurance agents’ loyalty for different forms of transaction-specific investments in the Turkish insurance sector. Journal of Relationship Marketing, 11(4), 215-232. http://dx.doi.org/ 10.1080/15332667.2012.730970
• Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70, 136-153. https://doi.org/10.1509/jmkg.70.4.136
• Payne, A., & Frow, P. (2017). Relationship marketing: Looking backwards towards the future. Journal of Services Marketing, 31(1), 11-15. https://doi.org/10.1108/JSM-11-2016-0380
• Prentice, C., Dominique-Ferreira, S., & Wang, X. (2023). Supply chain management in the insurance industry - symmetrical and asymmetrical analysis. Journal of Business & Industrial Marketing, 38(11), 2505–2518. https://doi.org/10.1108/JBIM-07-2022-0305
• Ramezani, Y., Okhravi, A., Heydarnejad, T., & Salarpanah, S. (2023). A causal model of the relationship between customer contact points and word of mouth through customer experience in the insurance industry. International Journal of Management, Accounting and Economics, 10(5), 297-317. https://doi.org/10.5281/zenodo.8054825
• Rudden, J. (2024, May 29). Estimated size of the global insurance market 2017-2023, with forecasts until 2028. Statista. Retrieved from: https://www.statista.com/ statistics/1192960/forecast-global-insurance-market/
• Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418. https://doi.org/10.1016/0969-5931(95)00018-6
• Shetty, A., & Basri, S. (2018). Relationship orientation in banking and insurance services - a review of the evidence. Journal of Indian Business Research, 10(3), 237-255. https://doi.org/10.1108/JIBR-10-2017-0176
• Sin, L. Y., Tse, A. C., & Yim, F. H. (2005). CRM: conceptualization and scale development. European Journal of Marketing, 39(11/12), 1264-1290. https://doi.org/10.1108/03090560510623253
• Staudt, Y., & Wagner, J. (2022). Factors driving duration to cross-selling in non-life insurance: New empirical evidence from Switzerland. Risks, 10(10), 187. https://doi.org/10.3390/risks10100187
• Şentürk-Özer, L., & Yücel, N. (2004). Pazarlama anlayışları ile ilişki pazarlaması uygulamaları arasındaki ilişki. H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(2), 125-146.
• Yadav, B. K., & Singh, A. (2014). Relationship marketing research (1983-2012): An academic review and classification. International Journal of Electronic Customer Relationship Management, 8(4), 221-250. https://doi.org/10.1504/IJECRM.2014.067511
• Yu, T. W., & Tung, F. C. (2013). Investigating effects of relationship marketing types in life insurers in Taiwan. Managing Service Quality: An International Journal, 23(2), 111-130. https://doi.org/10.1108/09604521311303408
• Yu, T. W. (2024). Mediating effects of relationship marketing orientation and service quality orientation on policyholder retention in non-life insurance services. Asia Pacific Journal of Marketing and Logistics, 36(10), 2653-2671. https://doi.org/10.1108/APJML-10-2023-1014
• Yurdakul, M., & Dalkılıç, N. (2006). İlişkisel pazarlama anlayışının sigorta müşterilerinin bağlılığı üzerindeki etkisi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 16, 255-270.
• Yücel, N., & Özer, L. (2006). İlişki pazarlaması, firmalar arasındaki iş birliği ve güven ilişkisi. H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 24(2), 153-175.
• Zboja, J. J., & Hartline, M. D. (2012). An examination of high-frequency cross-selling. Journal of Relationship Marketing, 11(1), 41-55. http://dx.doi.org/10.1080/15332667.2012.653327