Sigortacılık Sektöründe Kurumsal İtibar ve Tüketici Güveni

Sigorta sektöründe firma ve tüketici arasındaki ilişki, diğer sektörlere nazaran daha fazla oranda güvene bağlıdır. Güvenin oluşması için önemli olan faktörlerden biride, hizmeti sunan firmanın tüketiciler nazarındaki itibarıdır. Bu çalışmada, bu iki değişken arasındaki ilişkiye odaklanarak bir model oluşturulmuştur. Bununla birlikte, modelin oluşturulmasında firma itibarını etkileyen faktörlerde dikkate alınmıştır. Bu faktörler müşteri memnuniyeti, hizmet kalitesi ve algılanan değer değişkenleridir. Araştırma Balıkesir ilinde Edremit, Burhaniye ve Havran ilçelerinde devlet kurumlarında çalışan personel üzerinde yapılmıştır. Kolayda örnekleme yöntemiyle seçilen toplam 348 kişiyle yüz yüze görüşülmüştür. Araştırmanın modelinden hareketle, firma itibarını belirleyici konumda olan faktörlerin itibar üzerindeki etkileri ve firma itibarının tüketici güveni üzerindeki etkisi yapısal eşitlik modellemesi ile analiz edilmiştir. Analiz sonuçlarına göre, itibarın belirleyicileri olan değişkenlerin itibarı ve itibarın tüketici güvenini pozitif bir şekilde etkilediği tespit edilmiştir

Anahtar Kelimeler:

Tüketici Güveni, Kurumsal İtibar, Sigorta Sektörü

Firm Reputation And Consumer Trust In Insurance Sector

Trust is a fundamenal factor affecting the relationship between firm and consumer, specifically in the insurance industry. Another factor influencing the development of trust is perceived firm reputation by the consumers. This study offers a model focusing on this relationship between trust and firm reputation. Further, antecedents of firm reputation is also considered in the model. Antecendents of firm reputation are customer satisfacton, perceived service quality and perceived value. The survey was conducted on public officer in Burhaniye, Edremit and Havran districts of Balıkesir province. 348 people selected by convenience sampling method was interview by face to face. Starting from the research model, effects of antecedents of firm reputation on firm reputation and effect of firm reputation on consumer trust were analyzed by using Structrual Equation Modeling (SEM). According to the analysis results, it was found that antecedents of reputation affected positively to reputation and reputation affected positively to consumer trust

Keywords:

Consumer Trust, Firm Reputation, Insurance Sector,

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