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Register a new userRole of Marketing Efforts on Costumer Decision in Syrian Privet Insurance Companies
دور الجهود التسويقية في قرار المستهلك في شركات التأمين السورية الخاصة
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أحمد عبدالله دعاس( باحث )
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هدفت الدراسة إلى التعرف على دور السياسات التسويقية المتعلقة بعناصر المزيج التسويقي الأربع التقليدية (المنتج، السعر، التوزيع، الترويج) في قرارات المستهلكين لخدمات التأمين في شركات التأمين السورية الخاصة و ذلك من خلال استبانة تم تصميمها و التأكد من ثباتها و صلاحيتها لأغراض البحث و خلصت الدراسة إلى وجود أثر للسياسات التسويقية الأربع في قرارات المستهلكين في هذه من وجهة نظر العينة المدروسة، و جاءت سياسات الترويج أولاً من حيث أهميتها تليها سياسات التسعير فالتوزيع و أخيرا المنتج، 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 know the role of marketing policies that related with product, price, distribution and promotion on costumer decision in privet insurance companies in Syria, through preparing a questionnaire which had been refined and verified of its credibility. The study concluded a main result, which is that there is effect of Four marketing policies on costumer decision of Syrian privet insurance companies, the promotion policy came first in terms of importance followed by pricing, distribution and finally the product. 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
Beenish,S. and Sameer,G,2012. Marketing Strategies in life insurance services, International Journal of Marketing, Financial Services & Management Research Vol.1 Issue 11,November
Dimpin,M.and Ashish,T,2014. Factors Influencing Customer’s Choice For Insurance Companies- A Study Of Ajmer City, IOSR Journal of Business and Management (IOSR-JBM), Volume 16, Issue 2. PP 35-43
Baker, Michael, The Marketing, Third Edition, Linacre House, Jordan Hill, Oxford, London, 1995, p411
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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, ad
equate
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.
This study tries to see if there is a possible relationship between liquidity, solvency as well as administrative efficiency and profitability ratios of private insurance companies during the period (2009-2013).The study tries to do so, using methods
of statistical and financial analysis, particularly SPSS statistical software. Annual changes are calculated for each of the ratios studied, in addition to the average rate of change or growth during the period studied. The relationship between each of the ratios studied (liquidity, solvency, and administrative efficiency) and profitability is also analyzed to see the effect of each of these ratios on profitability, using simple regression. The most influential figure affecting profitability is then determined using multiple regression.
The study concluds that the relationship between the ratio of liquidity and profitability of the insurance companies is an inverse relationship, very durable and statistically significant. The relationship between the ratio of the solvency and profitability of insurance companies is a positive relationship, very tough and statistically significant, while the relationship between ratio of administrative efficiency and profitability of insurance companies is a positive relationship, very strong and statistically significant. The solvency ratio is the most influential in the insurance companies. This confirms that the nature of the work in insurance companies is based on the principle of return and risk.
The study recommends encouraging scientific research in the field of insurance, and the adoption of global studies related to insurance. It suggests work in coordination with universities and institutes to hold specialized seminars, meetings and distribute pamphlets to spread awareness of insurance. It also recommends that insurance companies work to diversify their investments and abandon conservative policies. The research also recommends activation of the partnership between the insurance companies and local banks as a way to contribute to achieving economic and social development.
This research aims to identify the factors affecting the profitability of insurance
companies operating in Syria, a contribution to assist the management of those companies
to create the appropriate environment to ensure these companies to sustain
and success in
achieving their objectives and achieving the desired economic development.
To achieve the purpose of the study, data was collected from insurance companies
operating in Syria, two companies were excluded from the study, Oqaila Takaful Insurance
Company because of its commitment to the principles of Islamic law, and the General
Syrian Insurance Corporation because of the lack of of its financial data. The study period
spanned from 2009 to 2013. For the purpose of the study data analysis was used a Panel
Data model namely the pooled regression. The data were analyzed based on Eviews7.
Results of the study showed that both the political crisis and investments positively
affect the profitability of the company, while the leverage negatively affect the profitability
of insurance companies, the company's size and liquidity, did not show an effect on the
profitability of insurance companies.
This study aims to identify the role of advertising in image building of insurance corporations, by studying the effect of advertised message and advertising medium on corporate image held in clients' mind. A questionnaire was administered on a rando
m sample of clients of insurance companies 400 forms of the questionnaire were distributed but only 370 of them were valid. Results indicate that advertised message and advertising medium affect corporate image however, the effect is low, The corporate image formed by advertising was unclear due to lack of insurance companies' interest in advertising to form corporate image in clients' mind, this isin addition to factors represented in other elements of promotional mix which have more influence and contribute in building corporate image.
The Study aimed to explore the potential effect of following marketing performance indicators in achieving competitive performance in general; though, the author applied the study on group of insurance companies in Syria through distributing /110/ qu
estionnaires to their employees; the study conducted some results: there is a significant effect for the marketing performance on the competitive performance, and that there is significant differences between the questioned one about their view to the marketing performance and competitive performance according to the experience.
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