SİGORTA HİZMETLERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ YARATILMASI

Öz

Sosyal ve ekonomik gelişmişliğin göstergelerinden biri olan sigortacılık sektörü, gelişmiş ülkelerde oldukça geniş bir faaliyet alanına sahiptir. Ülkemizde de büyük bir pazar potansiyeline sahip olan sigortacılık, son yıllarda hızla gelişmektedir. Bu hızlı gelişme ile birlikte rekabet de artmaktadır. Sigortacılıkta, diğer hizmetlerde olduğu gibi rakiplerden farklılaşmak ve rekabette üstünlük sağlamak oldukça güçtür. Sigorta hizmeti sunan firmalar, hizmet sunmanın getirdiği zorlukları soyut, heterojen olma vb. aşmak ve rakipler karşısında farklı olmak için “marka değeri” yaratma üzerine odaklanmaktadırlar. Bu çalışmada hayat sigortası müşterilerinin marka değeri algılarına etki eden boyutlarını belirlenmek amacı ile yapılmış ve Aaker’ın 1991 marka değeri boyutları hayat sigortası hizmetleri açısından incelenmiştir. Araştırma sonucunda hayat sigortası hizmetlerinde marka değeri algısında marka çağrışımı, marka farkındalığı, marka bağlılığı ve algılanan kalitenin etkili olduğu belirlenmiştir. En yüksek etki marka farkındalığında, en düşük etki ise marka bağlılığında gerçekleşmiştir

Anahtar Kelimeler

• Hizmet pazarlaması,Hayat sigortası hizmetleri,Marka değeri

Öz

Insurance sector, one of the indicators of social and economic development, has a most wide scope in developed countries. In recent years, this sector having a significant potential in Turkey, has developed fast too. Besides this fast development, competition also increases. In the field of insurance, like other kinds of services, to differ from competitors and to provide superiority about competition is rather difficult. Insurance firms focus on creating a “brand equity” in order to overcome the difficulties of providing this service e.g. being abstract and heterogeneous and be different among competitors. Therefore, this study was carried out to determine the dimensions that affect the insurance customers’ brand equity perception, and Aaker’s 1991 brand dimensions were investigated in terms of life insurance services. The findings suggest that in life insurance services, brand association, brand awareness, brand loyalty and the quality perceived are effective on brand equity. Within the dimensions of the brand equity model, the highest effect occurred in the brand awareness and the lowest effect occured in the brand loyalty

Anahtar Kelimeler

• Service marketing,Life insurance services,Brand equity

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