تسويق الخدمات التأمينية وأثرها على عملاء التأمين : دراسة حاله شركة شيكان للتامين وإعادة التأمين في الفترة من 2011م – 2017م

Abstract

The research dealt with marketing of the insurance service, and its impact on insurance customers – case study on Shikan Insurance Company in the period 2011 – 2017. The problem of research lied in the question: what is the impact of marketing services on insurance customers? The aim of the research was to determine the impact of the quality of marketing insurance services on demanding, to indicate the impact of marketing insurance services on customer satisfaction, and to clarify the impact of the use of practical methods in the marketing of insurance services on the assessment of competitiveness. The research has chosen a number of hypotheses, the most important of: the existence of positive correlation between the quality of marketing of insurance services, and customer satisfaction. There is a positive statistical correlation between quality of insurance services and customer satisfaction. There is also a positive cieerlative relation between Scientific methods and process of marketing insurance services and enhances competitiveness. The research adopted the historical descriptive analytical methodology and case study. The study reached several findings. The most important of which is that: the demand for insurance in Sudan is still very weak, and insurance is still sold and not purchased, only in the case of compulsory insurance, weak demand for insurance has led to the weakness of the contribution of insurance in the services sector, weakness of the insurances culture and deterioration of marketing means of insurance services, and weak demand for insurance. The study provided a number of recommendations, the most important of which: the need for a clear strategy for spreading the culture of insurance among the society, using modern advanced technologies to market the security services, adopting modern scientific methods in spreading the culture of insurance, and the insurance companies are to take social responsibility in insurance industry, human resources development and rehabilitation and training.