Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)

Gülnil Aydın; Erdoğan Koç

doi:10.18657/yecbu.81769

Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)

Öz

ABSTRACT

This study aims to explore the reasons behind the low-level purchases of compulsory earthquake insurance policies in Turkey. Based on online surveys with 667 people the findings of the study point out that there is a major communications gap to be filled in by the authorities and the insurance companies. The findings of the study also show that in addition to the demographic variables the personality characteristics of people also influence the attitude towards and the purchasing of compulsory earthquake insurance policies.

Key Words: Social Marketing, Attitude, Risk Perception, Personality Characteristics, Earthquake Insurance, Turkey.

JEL Classification: M31, M38

ÖZ

Bu çalışma, Türkiye’de uygulanan zorunlu deprem sigortasına yönelik tutumu ve beklentilere kıyasla düşük düzeyde seyreden satışların nedenlerini araştırmak amacıyla gerçekleştirilmiştir. 667 kişinin katılımıyla tamamlanan çevrimiçi (online) anket çalışması sonucunda elde edilen bulgular, iletişim sorunlarına işaret etmektedir. Çalışmanın bulguları ayrıca, zorunlu deprem sigortasına yönelik tutum üzerinde bireylerin kişilik özelliklerinin ve demografik değişkenlerin de etkili olduğunu göstermektedir.

Anahtar Kelimeler: Sosyal Pazarlama, Tutum, Algılanan Risk, Kişilik Özellikleri, Deprem Sigortası, Türkiye.

JEL Sınıflaması: M31, M38

Anahtar Kelimeler

Sosyal Pazarlama, Tutum, Algılanan Risk, Kişilik Özellikleri, Deprem Sigortası, Türkiye

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

-

Yazarlar

Gülnil Aydın Bu kişi benim

Erdoğan Koç

Yayımlanma Tarihi

25 Ağustos 2016

Gönderilme Tarihi

25 Ağustos 2016

Kabul Tarihi

-

Yayımlandığı Sayı

Yıl 2016 Cilt: 23 Sayı: 2

DOI

https://doi.org/10.18657/yecbu.81769

IZ

https://izlik.org/JA27ZH89TW

Kaynak Göster

RIS / Bibtex

APA

Aydın, G., & Koç, E. (2016). Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi). Yönetim ve Ekonomi Dergisi, 23(2), 389-407. https://doi.org/10.18657/yecbu.81769

AMA

1.Aydın G, Koç E. Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi). YÖNEKO. 2016;23(2):389-407. doi:10.18657/yecbu.81769

Chicago

Aydın, Gülnil, ve Erdoğan Koç. 2016. “Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)”. Yönetim ve Ekonomi Dergisi 23 (2): 389-407. https://doi.org/10.18657/yecbu.81769.

EndNote

Aydın G, Koç E (01 Ağustos 2016) Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi). Yönetim ve Ekonomi Dergisi 23 2 389–407.

IEEE

[1]G. Aydın ve E. Koç, “Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)”, YÖNEKO, c. 23, sy 2, ss. 389–407, Ağu. 2016, doi: 10.18657/yecbu.81769.

ISNAD

Aydın, Gülnil - Koç, Erdoğan. “Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)”. Yönetim ve Ekonomi Dergisi 23/2 (01 Ağustos 2016): 389-407. https://doi.org/10.18657/yecbu.81769.

JAMA

1.Aydın G, Koç E. Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi). YÖNEKO. 2016;23:389–407.

MLA

Aydın, Gülnil, ve Erdoğan Koç. “Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)”. Yönetim ve Ekonomi Dergisi, c. 23, sy 2, Ağustos 2016, ss. 389-07, doi:10.18657/yecbu.81769.

Vancouver

1.Gülnil Aydın, Erdoğan Koç. Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi). YÖNEKO. 01 Ağustos 2016;23(2):389-407. doi:10.18657/yecbu.81769

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https://doi.org/10.30927/ijpf.1429090