The Role of Marketing in the Improvement of Consumers’ Satisfaction
Uloga marketinga u unapređenju zadovoljstva osiguranika
Abstract
Marketing in insurance companies aims to make profits through the creation of satisfied and loyal insureds. Insurance companies should create an offer in order to satisfy the needs of existing and potential insureds, to find the best way to present this offer to potential insurers, as well as the most appropriate way of distributing the offer of insurance coverage. The starting point in this paper is the fact that the marketing approach in insurance is isolated and mostly identified with sales and advertising, rather than a more comprehensive view of the expanded marketing mix known as 7P. Marketing allows insurance companies to adjust the insurance premium, apply adequate distribution and promotion, manage the marketing orientation in the management of claims, and effectively and efficiently manage the relationships with the customers (insureds). Bearing in mind that the application of the modern concept of marketing can enable insurance companies to adapt more effectively to market conditions, the aim of this paper is to point out the importance of marketing orientation in every business activity of insurance companies as preconditions for improving the satisfaction of the insureds.
Apstrakt
Marketing u osiguravajućim društvima ima za cilj ostvarenje profita putem stvaranja zadovoljnih i lojalnih osiguranika. Osiguravajuća društva treba da kreiraju ponudu tako da zadovolje potrebe postojećih i potencijalnih osiguranika, da pronađu najbolji način da tu ponudu prezentuju potencijalnim osiguranicima, kao i najprikladniji način distribucije ponude osiguravajuće zaštite. Polazište za rad je činjenica da se marketinški pristup u osiguranju izolovano posmatra i najčešće se poistovećuje sa prodajom i reklamama, a ne sa obuhvatnijim viđenjem proširenog marketinškog miksa poznatijeg kao 7P. Marketing omogućava osiguravajućim društvima da realno odrede premiju osiguranja, da primene adekvatnu distribuciju i promociju, da se u upravljanju odštetnim zahtevima rukovode marketinškom orijentacijom i da efektivno i efikasno upravljaju odnosima sa osiguranicima. Imajući u vidu da primena savremene koncepcije marketinga može omogućiti osiguravajućim društvima da se efikasnije prilagode tržišnim uslovima, cilj rada je da ukažemo na značaj marketinške orijentacije u svakoj poslovnoj aktivnosti osiguravajućih društava, kao preduslova za unapređenje zadovoljstva osiguranika.
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