هدفت الدراسة إلى قياس مدى التزام شركات التأمين الخاصة السورية بأبعاد فعالية
التسويق وفق نموذج كوتمر و المتمثلة في: فلسفة العميل، الكفاءة التشغيلية، التوجه
الاستراتيجي، المعلومات التسويقية الوافية، التنظيم التسويقي المتكامل عند تسويق خدماتها
التأمينية و ذلك من وجهة نظر العاملين و المسوقين في هذه الشركات و ذلك من خلال
استبانة تم تصميمها و التأكد من ثباتها و صلاحيتها لأغراض البحث و خلصت الدراسة إلى
عدة نتائج أهمها تبني شركات التأمين الخاصة لأبعاد فعالية التسويق عند تسويق خدماتها
التأمينية من وجهة نظر العينة المدروسة مع وجود توجه لبعض الأبعاد اكثر من غيرها
و انتهت الدراسة إلى مجموعة من التوصيات التي من الممكن أن تؤدي إلى تحسين واقع
الممارسات التسويقية في شركات التأمين الخاصة السورية.
The purpose of this study is to Measure privet insurance companies
in Syria degree of commitment to marketing effectiveness
dimensions recording to Kotler’s model which involve Customer
Philosophy, operational efficiency, strategic orientation, adequate
marketing information and integrated marketing organization, and
that is according to the opinions of marketers and employees in
these companies through preparing a questionnaire which had been
refined and verified of its credibility. The study concluded a main
result, which is that Syrian privet insurance companies adopted
marketing effectiveness when they market there services , Finally
the study came up with a number of Recommendations, that can
lead to improve the reality of marketing practices in the private
insurance companies in Syria.
References used
Abdalelah S. Saaty & Zaid Ahmad Ansari,2011, Factors Critical in Marketing Strategies of Insurance Companies in Saudi Arabia, International Journal of Marketing Studies, Vol. 3, No. 3; August 2011,p.p 104-121
Miao,Duan, 2012, Strategic management and Marketing Strategy in Insurance Companies,Lahden Ammattikeakoulu. Available at www.ssrn.com
Christopher,Levelock and Jochen, Wirtz,2007,services Marketing-People –technology-strategy, Prentice Hall
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