DİJİTAL PAZARLAMADA MARKA DENKLİĞİNİN SİGORTA SEKTÖRÜNDE ARACI MEMNUNİYETİ ÜZERİNE ETKİSİ

Yıl 2020, Cilt: 2 Sayı: 1, 29 - 47, 30.06.2020

Samet Aydın , Tahir Kirazlı

Öz

Finans kurumları özellikle bankalar sayesinde dijital dönüşümde öncü bir konumda olsalar da aynı durumun sigorta şirketleri için geçerli olmadığı gözlenmektedir. Sigorta sektörü halen ağırlıklı olarak aracılar ve onların etkinliğine dayanmaktadır. Bu nedenle, sektörde hayata geçirilen dijital pazarlama uygulamalarının aracıların memnuniyeti üzerinde nasıl etkiler oluşturacağına dair farklı çekinceler bulunmaktadır. Aracıların güçlü ilişkilere sahip oldukları müşteri portföyleri düşünüldüğünde, aracı memnuniyeti sektörde başarı için en temel kriterlerden biri halini almaktadır. Öte yandan, sektörde dijital pazarlama uygulamalarının daha ziyade bireysel müşterilere yönelik ferdi kaza, taşıt, sağlık, yaşam vb. ürün gamında yoğunlaştığı, kurumsal müşterilere yönelik ürünlerde aynı eğilimin henüz olgunlaşmadığı gözlenmektedir. Dolayısıyla, dijital pazarlamanın işletmelerin marka denkliğine ne gibi katkılar yapacağı, özellikle aracılar ile ilişkileri nasıl etkileyeceği merak konusudur. Buradan hareketle, bu çalışmanın konusu nakliyat sigortaları alanında dijital pazarlama uygulamalarının katkısıyla oluşan marka denkliğinin aracı memnuniyeti üzerindeki etkisini belirlemektir. Araştırma kapsamında 243 sigorta aracısından elde edilen veri analiz edilerek sigorta işletmelerinin marka denkliği, aracılara sunulan komisyon oranları ve aracı memnuniyeti değişkenleri arasındaki ilişkiler incelenmiştir. Araştırma sonucunda, dijital pazarlamada marka denkliğinin nakliyat sigortaları sektöründe aracı memnuniyeti üzerinde olumlu etkiye sahip olduğu tespit edilmiştir. Önemli bir diğer sonuç ise marka denkliğinin tespit edilen bu etkisinin sigorta işletmelerinin uyguladıkları aracı komisyon oranlarına göre farklılık göstermediğidir.

Anahtar Kelimeler

dijital pazarlama, marka denkliği, aracı memnuniyeti, nakliyat sigortaları sektörü

THE EFFECT OF BRAND EQUITY IN DIGITAL MARKETING ON INTERMEDIARY SATISFACTION IN THE INSURANCE INDUSTRY

Öz

Although financial institutions are in a leading position in digital transformation, especially thanks to banks, it is observed that the same situation does not apply to insurance companies. The insurance industry still relies heavily on intermediaries and their effectiveness. Therefore, there are different concerns about how digital marketing applications implemented in the industry will have an impact on the satisfaction of intermediaries. Considering the customer portfolios that the intermediaries have strong relationships with, intermediary satisfaction becomes one of the basic criteria for success in the sector. On the other hand, digital marketing practices in the sector are mostly related to personal accident, vehicle, health, life, etc. for individual customers. It is observed that the same trend has not yet matured in the products for corporate customers. Hence, it is a matter of curiosity how digital marketing will contribute to the brand equity of the companies, especially how it will affect the relations with intermediaries. From this point of view, the subject of this study is to determine the effect of brand equity -formed by the contribution of digital marketing applications- on intermediary satisfaction in the transportation insurance industry. Within the scope of the research, the data obtained from 243 insurance intermediaries were analyzed, and the relationships between the insurance companies’ brand equity, commission rates offered to intermediaries and intermediary satisfaction variables were examined. As a result of the research, it has been revealed that brand equity in digital marketing has a positive effect on intermediary satisfaction in the transportation insurance industry. Another important result is that this determined effect of brand equity does not differ according to the intermediary commission rates applied by insurance companies.

Anahtar Kelimeler

Brand Equity, Digital Marketing, Intermediary Satisfaction, Transportation Insurance Industry

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