Sigortacılık Sektörünün Güncel Sorunlarına Yönelik İlişkisel Pazarlama Uygulamaları Ekseninde Çözüm Önerileri
Solution Recommendation for the Current Issues of Insurance Sector in the Context of Relative Marketing Applications

Summary/Abstract: Purpose – Insurance companies play an important role in economic growth as the main risk management tool. It is an assurance that the damages of a size cannot be undertaken individually are covered by the insurance system and the economic problems likely to arise are minimized. Identifying the problems faced by the insurance industry and the implementation of successful solution applications are important for the country's economy. The aim of this study was to determine the current problems of insurance sector in Turkey and to present of suggestions for the solution of these problems with relationship marketing applications. Design/methodology/approach – Data were collected from 1350 insurance agents operating in different regions of Turkey. The data obtained from the survey were analyzed with statistical methods reliability test, variance test, confirmatory factor analysis. Findings – The problems faced by insurance agencies were analyzed under 12 main factors obtained by analysis. As a result of the study, various results have been obtained, such as the most common problem is technological problems, different problems are encountered regionally and people with high industry experience have an important role in the detection and solution of problems. Discussion – As a result of the research, the problems encountered are divided into two basic classes: structural and agency. While the structural problems should be solved with central applications, agency-based problems are suggested to be resolved by relating to the dimensions of the relationship marketing as competency, trust, communication, empathy, conflict management, commitment.

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