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SİGORTA HİZMETLERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ YARATILMASI

Yıl 2008, Cilt: 1 Sayı: 2, 19 - 54, 01.06.2008

Bilsen Bilgili Uğur Güllülü Sevtap Ünal Leyla Gödekmerdan

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

Kaynakça

  • Aaker, D. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Pres, 224,p.
  • Aaker, D. 1996. Building Strong Brands. New York: The Free Press.
  • Ailawadi, Kusum, Neslin Scott, Karen Gedenk. 2001. “Pursuing The Value-Conscious Consumer: Store Brands Versus National Brand Promotions”, Journal of Marketing, S.65, January, ss.71-89.
  • Alkibay, S., 2002. Marka Değeri ve Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma, Tic. ve Tu- rizm Eğitim Fak.TTEF 10/2002-06, Ankara.
  • Alkibay, S., 2005. “Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değe- ri Yaratmaları Üzerine Bir Araştırma”. H.Ü.İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt 23, Sayı 1, s.83-108.
  • Ar, A. A. 2004. Marka ve Marka Stratejileri. Detay Yayıncılık, 3. Baskı, Ankara.
  • Atılgan, E., Aksoy Ş. and Akıncı, S. 2005. “Determinants of the Brand Equity A Verifica- tion Approach in The Beverage Industry In Turkey”. Marketing Intel- ligence&Planning, S. 23, 3, ss.237-248.
  • Berry, L.L. 1986. “`Big ideas in Services Marketing”', Journal of Consumer Marketing, S. 3 Spring, ss. 47-51.
  • Berry, L.L. 2000. “Cultivating Service Brand Equity”. Journal of The Academy of Marke- ting Science 28(1), 128–37.
  • Bharadwaj, S.G., Varadarajan, R.P. and Fahy, J. 1993. “Sustainable Competitive Advanta- ge İn Service Industries: A Conceptual Model And Research Propositi- ons”. Journal of Marketing, Vol. 57, October, pp.83-86.
  • Capon, N.vd. 2001. “Brand Custodianship: A New Primer For Senior Mangers”, Euro- pean Management Journal, Vol:19, No:3.
  • Chaudhuri, Arjun & Holbrook, Morris B. 2001. “The Chain Of Effect From Brand trust and Brand Affect To Brand performance : The Role Of Brand Loyalty”, Journal Of Marketing, 65 (April): 81-93.
  • Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N., 1995. “Brand Equity, Brand Preference and Purchase Intent”, Journal of Advertising, Vol. 24, Fall, pp.25-40.
  • Darby, M.R. and Karni, E. 1973. “Free Competition and The Optimal Amount of Fraud'', Journal of Law and Economics, Vol. 16, April, pp. 67-88.
  • Gausseman, D.S. 1981. ``Risk perception and risk reduction in consumer services'', in Donnelly, J.H. and George, W.R. (Eds), Marketing of Services, Ameri- can Marketing Association, Chicago, IL, pp. 200-4.
  • Gummesson, E., 1978. “Toward a Theory of Professional Service Marketing”, Industrial Marketing Management, S. 7, ss. 89-95.
  • Güllülü, Uğur. 1993. “Erzincan’da Deprem Sigortacılığı”. Atatürk Üniversitesi İ.İ.B.F. Yayınları, No: 761-97, Araştırma Eserleri Seri No: 86, Erzurum.
  • Hair, J.F., Andersen, R.E., Tatham, R.L. and Black, W.C. 1998. Multivariate Data Analy- sis. 5th ed., Prentice-Hall, Englewood Cliffs, NJ.
  • Javargi, R.R. and Moberg, C.R. 1997. “Service Loyalty: Implications For Service Provi- ders”. Journal of Services Marketing. Vol. 11 No. 3, pp. 165-79.
  • Kaas, K.P. 1990. “Langfristige Werbung und Brand Equity”. in: Werbeforschung und Praxis, 35 g., 3/1990, 48-52.
  • Kavas, Alican. 2004. “Marka Değeri Yaratma”, Pazarlama İletişim ve Kültürü Dergisi, Cilt:3, Sayı:8, Nisan 2004, s.16-25.
  • Kayalı, A.Cevdet, A.Yereli, M. Soysal, B. Terim. 2004. “Marka Değerinin Firmaların Piya- sa Değeri ve Finansal Performansları Üzerindeki Etkileri”, VIII. Ulusal Finans Sempozyumu, s.181, Ekim.
  • Keller, K.L. 1993. “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”. Journal of Marketing 57(1), 1-22.
  • Keller, Kevin Lane, 1998. Strategic Brand Management: Building, Measuring And Ma- naging Brand Equity. Prentice Hall, Inc., U.S.A.
  • Kerin, R.A. and Sethuraman, R. 1998. “Exploring The Brand Value — Shareholder Value Nexus For Consumer Goods Companies”. Journal of the Academy of Marketing Science 4, 260–273.
  • Kriegbaum, C. 1998. “Valuation of Brands — A Critical Com Parison Of Different Met- hods”. Dresdner Beitra¨ge zur Betriebswirtschaftslehre, 1–26.
  • LASSAR, W., B. Mittal ve A.Sharma 1995. “Measuring Consumer-Based Brand Equity”. Journal of Consumer Marketing. V.12, 4, p.4-11.
  • Levitt, T. 1981. “Making Intangible Products and Product Intangibles”, Harvard Business Review, Vol. 59, May-June, pp. 94-102.
  • Macinnis, Deborah J., Stewart Shapıro, and Gayathri Mani. 1999. “Enhancing Brand Awarwnwss Through Brand Symbols”, Advances in Costumer Rese- arch. 26, 601-608.
  • Mitra, K., Reiss, M.C. and Capella, L.M. 1999. ``An examination of perceived risk, infor- mation search and behavioral intentions in search, experience and cre- dence services'', Journal of Services Marketing, Vol. 13 No. 3, pp. 208- 28.
  • Murphy, J. 1990. “Assesing The Value of Brands”. Long Range Planning, V:23, 3, p.23-29.
  • Murray, K.B., John L. Schlacter. 1990. “The impact of services versus goods on consu- mers’ assessment of perceived risk and variability”, Journal of the Academy of Marketing Science, Volume 18, Number 1 / December, 1990, 51-64.
  • Myers-Levy, J. and Tybout, A.M. 1989. ``Schema congruity as a basis for product evalua- tion'', Journal of Consumer Research, Vol. 16, June, pp. 39-54.
  • Nelson, P. 1970. “Information and Consumer Behavior”. Journal of Political Economy, Vol. 78, October, pp. 311-29.
  • Odabaşı, Y., Gülfidan Barış. 2002. Tüketici Davranışı. Dördüncü Baskı, Mediacat.
  • Oliver, R.N., 1997. Satisfaction. A Behavioral Perspective On The Consumer, McGraw- Hill Inc. New York.
  • Onkvisit, Sak and J.J. Shaw 1989. “Service marketing: image, branding and competition”, Business Horizons, 32 (1), 13- 18.
  • Park, C.S. and V. Srinivasan. 1994. “A Survey-Based Method For Measuring and Unders- tanding Brand Equity and Its Extendability. Journal of Marketing Re- search 31,271-288.
  • Russel, J.T. ve Lane, W.R. 1993. Klepner’s Advertising Procedure. 12.Ed. Prentice-Hall Englwood Cliffs, New Jersey.
  • Sattler, H. 2000. Markenbewertung. in: Albers, Sönke/Hermann, Andreas (Hrsg.): Hand- buch Productmanagement, Gabler Verlag, Wiesbaden 2000, 222-239.
  • Sharp, Byron 1995. “Brand Equity and Market-Based Assets of Professional Service Firms”. Journal of Professional Services Marketing. 13 (1), 3-13.
  • Shostack, G.L., 1977. “Breaking Free from Product Marketing”, Journal of Marketing, S. 41, April, ss. 73-80.
  • Sirdeshmukh, D., Singh, J., ve Sabol, B. 2002. “Consumer Trust, Value and Loyalty In Relational Exchanges”. Journal of Marketing. Vol. 66, No. 1, s. 15-37.
  • Sweeney, J. C. ve G. N. Soutar. 2001. “Consumer Perceived Value: The Development of a Multiple Item Scale”, Journal of Retailing, 77, 203-220.
  • Tek, Ö.B., Özgül, E. 2005. Modern Pazarlama İlkeleri. Birleşik Matbaacılık, İzmir.
  • Üztuğ, F., 1997. “Marka Değeri: Kavram ve Yönetimi”. Pazarlama Dünyası. Yıl: 11, s.61, s.19-25.
  • Üztuğ, F., 2002. “Markan Kadar Konuş: Marka İletişimi Stratejileri”, Kapital Medya Hizmetleri A.Ş., 1.Baskı, İstanbul.
  • Washburn, J. Olank, 2002. “Measuring Brand Equity” Journal of Marketing Theory and Practice, Winter, ss. 45-52.
  • Yoo, B. and Donthu, N. 2002. “Developing and Validating a Multidimensional Consu- mer-Based Brand Equity Scale”. Journal of Business Research. 52(1), 1– 14.
  • Zeıthaml, V. A. 1988. “Consumer Perceptions of Price, Quality and Value: A Means-End
  • Model and Syntheis of Evidence”. Journal of Marketing, 52 (July), 2-22.

Yıl 2008, Cilt: 1 Sayı: 2, 19 - 54, 01.06.2008

Bilsen Bilgili Uğur Güllülü Sevtap Ünal Leyla Gödekmerdan

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

Kaynakça

  • Aaker, D. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Pres, 224,p.
  • Aaker, D. 1996. Building Strong Brands. New York: The Free Press.
  • Ailawadi, Kusum, Neslin Scott, Karen Gedenk. 2001. “Pursuing The Value-Conscious Consumer: Store Brands Versus National Brand Promotions”, Journal of Marketing, S.65, January, ss.71-89.
  • Alkibay, S., 2002. Marka Değeri ve Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma, Tic. ve Tu- rizm Eğitim Fak.TTEF 10/2002-06, Ankara.
  • Alkibay, S., 2005. “Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değe- ri Yaratmaları Üzerine Bir Araştırma”. H.Ü.İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt 23, Sayı 1, s.83-108.
  • Ar, A. A. 2004. Marka ve Marka Stratejileri. Detay Yayıncılık, 3. Baskı, Ankara.
  • Atılgan, E., Aksoy Ş. and Akıncı, S. 2005. “Determinants of the Brand Equity A Verifica- tion Approach in The Beverage Industry In Turkey”. Marketing Intel- ligence&Planning, S. 23, 3, ss.237-248.
  • Berry, L.L. 1986. “`Big ideas in Services Marketing”', Journal of Consumer Marketing, S. 3 Spring, ss. 47-51.
  • Berry, L.L. 2000. “Cultivating Service Brand Equity”. Journal of The Academy of Marke- ting Science 28(1), 128–37.
  • Bharadwaj, S.G., Varadarajan, R.P. and Fahy, J. 1993. “Sustainable Competitive Advanta- ge İn Service Industries: A Conceptual Model And Research Propositi- ons”. Journal of Marketing, Vol. 57, October, pp.83-86.
  • Capon, N.vd. 2001. “Brand Custodianship: A New Primer For Senior Mangers”, Euro- pean Management Journal, Vol:19, No:3.
  • Chaudhuri, Arjun & Holbrook, Morris B. 2001. “The Chain Of Effect From Brand trust and Brand Affect To Brand performance : The Role Of Brand Loyalty”, Journal Of Marketing, 65 (April): 81-93.
  • Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N., 1995. “Brand Equity, Brand Preference and Purchase Intent”, Journal of Advertising, Vol. 24, Fall, pp.25-40.
  • Darby, M.R. and Karni, E. 1973. “Free Competition and The Optimal Amount of Fraud'', Journal of Law and Economics, Vol. 16, April, pp. 67-88.
  • Gausseman, D.S. 1981. ``Risk perception and risk reduction in consumer services'', in Donnelly, J.H. and George, W.R. (Eds), Marketing of Services, Ameri- can Marketing Association, Chicago, IL, pp. 200-4.
  • Gummesson, E., 1978. “Toward a Theory of Professional Service Marketing”, Industrial Marketing Management, S. 7, ss. 89-95.
  • Güllülü, Uğur. 1993. “Erzincan’da Deprem Sigortacılığı”. Atatürk Üniversitesi İ.İ.B.F. Yayınları, No: 761-97, Araştırma Eserleri Seri No: 86, Erzurum.
  • Hair, J.F., Andersen, R.E., Tatham, R.L. and Black, W.C. 1998. Multivariate Data Analy- sis. 5th ed., Prentice-Hall, Englewood Cliffs, NJ.
  • Javargi, R.R. and Moberg, C.R. 1997. “Service Loyalty: Implications For Service Provi- ders”. Journal of Services Marketing. Vol. 11 No. 3, pp. 165-79.
  • Kaas, K.P. 1990. “Langfristige Werbung und Brand Equity”. in: Werbeforschung und Praxis, 35 g., 3/1990, 48-52.
  • Kavas, Alican. 2004. “Marka Değeri Yaratma”, Pazarlama İletişim ve Kültürü Dergisi, Cilt:3, Sayı:8, Nisan 2004, s.16-25.
  • Kayalı, A.Cevdet, A.Yereli, M. Soysal, B. Terim. 2004. “Marka Değerinin Firmaların Piya- sa Değeri ve Finansal Performansları Üzerindeki Etkileri”, VIII. Ulusal Finans Sempozyumu, s.181, Ekim.
  • Keller, K.L. 1993. “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”. Journal of Marketing 57(1), 1-22.
  • Keller, Kevin Lane, 1998. Strategic Brand Management: Building, Measuring And Ma- naging Brand Equity. Prentice Hall, Inc., U.S.A.
  • Kerin, R.A. and Sethuraman, R. 1998. “Exploring The Brand Value — Shareholder Value Nexus For Consumer Goods Companies”. Journal of the Academy of Marketing Science 4, 260–273.
  • Kriegbaum, C. 1998. “Valuation of Brands — A Critical Com Parison Of Different Met- hods”. Dresdner Beitra¨ge zur Betriebswirtschaftslehre, 1–26.
  • LASSAR, W., B. Mittal ve A.Sharma 1995. “Measuring Consumer-Based Brand Equity”. Journal of Consumer Marketing. V.12, 4, p.4-11.
  • Levitt, T. 1981. “Making Intangible Products and Product Intangibles”, Harvard Business Review, Vol. 59, May-June, pp. 94-102.
  • Macinnis, Deborah J., Stewart Shapıro, and Gayathri Mani. 1999. “Enhancing Brand Awarwnwss Through Brand Symbols”, Advances in Costumer Rese- arch. 26, 601-608.
  • Mitra, K., Reiss, M.C. and Capella, L.M. 1999. ``An examination of perceived risk, infor- mation search and behavioral intentions in search, experience and cre- dence services'', Journal of Services Marketing, Vol. 13 No. 3, pp. 208- 28.
  • Murphy, J. 1990. “Assesing The Value of Brands”. Long Range Planning, V:23, 3, p.23-29.
  • Murray, K.B., John L. Schlacter. 1990. “The impact of services versus goods on consu- mers’ assessment of perceived risk and variability”, Journal of the Academy of Marketing Science, Volume 18, Number 1 / December, 1990, 51-64.
  • Myers-Levy, J. and Tybout, A.M. 1989. ``Schema congruity as a basis for product evalua- tion'', Journal of Consumer Research, Vol. 16, June, pp. 39-54.
  • Nelson, P. 1970. “Information and Consumer Behavior”. Journal of Political Economy, Vol. 78, October, pp. 311-29.
  • Odabaşı, Y., Gülfidan Barış. 2002. Tüketici Davranışı. Dördüncü Baskı, Mediacat.
  • Oliver, R.N., 1997. Satisfaction. A Behavioral Perspective On The Consumer, McGraw- Hill Inc. New York.
  • Onkvisit, Sak and J.J. Shaw 1989. “Service marketing: image, branding and competition”, Business Horizons, 32 (1), 13- 18.
  • Park, C.S. and V. Srinivasan. 1994. “A Survey-Based Method For Measuring and Unders- tanding Brand Equity and Its Extendability. Journal of Marketing Re- search 31,271-288.
  • Russel, J.T. ve Lane, W.R. 1993. Klepner’s Advertising Procedure. 12.Ed. Prentice-Hall Englwood Cliffs, New Jersey.
  • Sattler, H. 2000. Markenbewertung. in: Albers, Sönke/Hermann, Andreas (Hrsg.): Hand- buch Productmanagement, Gabler Verlag, Wiesbaden 2000, 222-239.
  • Sharp, Byron 1995. “Brand Equity and Market-Based Assets of Professional Service Firms”. Journal of Professional Services Marketing. 13 (1), 3-13.
  • Shostack, G.L., 1977. “Breaking Free from Product Marketing”, Journal of Marketing, S. 41, April, ss. 73-80.
  • Sirdeshmukh, D., Singh, J., ve Sabol, B. 2002. “Consumer Trust, Value and Loyalty In Relational Exchanges”. Journal of Marketing. Vol. 66, No. 1, s. 15-37.
  • Sweeney, J. C. ve G. N. Soutar. 2001. “Consumer Perceived Value: The Development of a Multiple Item Scale”, Journal of Retailing, 77, 203-220.
  • Tek, Ö.B., Özgül, E. 2005. Modern Pazarlama İlkeleri. Birleşik Matbaacılık, İzmir.
  • Üztuğ, F., 1997. “Marka Değeri: Kavram ve Yönetimi”. Pazarlama Dünyası. Yıl: 11, s.61, s.19-25.
  • Üztuğ, F., 2002. “Markan Kadar Konuş: Marka İletişimi Stratejileri”, Kapital Medya Hizmetleri A.Ş., 1.Baskı, İstanbul.
  • Washburn, J. Olank, 2002. “Measuring Brand Equity” Journal of Marketing Theory and Practice, Winter, ss. 45-52.
  • Yoo, B. and Donthu, N. 2002. “Developing and Validating a Multidimensional Consu- mer-Based Brand Equity Scale”. Journal of Business Research. 52(1), 1– 14.
  • Zeıthaml, V. A. 1988. “Consumer Perceptions of Price, Quality and Value: A Means-End
  • Model and Syntheis of Evidence”. Journal of Marketing, 52 (July), 2-22.
Toplam 51 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Bilsen Bilgili Bu kişi benim

Uğur Güllülü Bu kişi benim

Sevtap Ünal Bu kişi benim

Leyla Gödekmerdan Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2008
Yayımlandığı Sayı Yıl 2008 Cilt: 1 Sayı: 2

Kaynak Göster

APA Bilgili, B., Güllülü, U., Ünal, S., Gödekmerdan, L. (2008). SİGORTA HİZMETLERİNDE TÜKETİCİ TEMELLİ MARKA DEĞERİ YARATILMASI. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 1(2), 19-54.