20.500.12556/DKUM-21889 UVEDBA BANČNEGA ZAVAROVALNIŠTVA V GORENJSKO BANKO KRANJ, D.D. INTRODUCTION OF BANCASSURANCE IN GORENJSKA BANKA KRANJ, D.D. V diplomski nalogi proučujemo možnosti za razvoj modela, s katerim bi v Gorenjski banki Kranj d.d. poleg bančnih, strankam ponudili tudi zavarovalniške storitve. Želimo slediti trendom, ki gredo vedno bolj v smeri prepletanja finančnih storitev in tudi načinov njihove ponudbe. Naš glavi cilj je, da v proučevani banki problem nekonkurenčnosti pri ponudbi zavarovalniških storitev izničimo. Poleg rešitve tega problema, imamo cilj povečati učinkovitost trženja preko bančnih poslovalnic, ki ga banka vpelje kot dodatno tržno pot in je zanimiva za vse udeležence v bančnem zavarovalništvu (za banko, zavarovalnico in potencialno stranko). V teoretičnem delu najprej preučujemo razloge za uvedbo modela, nato pa vse vrste povezav med banko in zavarovalnico. Med proučevanimi vrstami povezav izbiramo najprimernejšo povezavo za proučevano banko. Zavarovalni produkti se razlikujejo od tradicionalnih bančnih produktov in s tem obstaja problematika poistovetenja bančnih delavcev z zavarovalništvom. Zavedamo se, da so zaposleni pri uvajanju modela poleg končnih kupcev najpomembnejši dejavnik. Iz tega razloga predstavljamo načine trženja komitentom in pa način nagrajevanja in motiviranja za zaposlene. V raziskovalnem delu proučujemo, če bi naš predvideni model lahko zaživel tudi v praksi. Najpomembnejši za uspešnost našega modela je končni kupec in v raziskavo je vključeno večje število komitentov proučevane banke. V zaključku naloge smo oblikovali modelno rešitev in predstavili odgovore na naša raziskovalna vprašanja. In this study we research the possibility to develop a model with which Gorenjska banka Kranj d.d would offer their customers not only banking but also insurance services. We would like to follow the trends of intermingling of financial services and the methods of their supply. Our main goal is to solve the problem of non-competition with the supply of insurance services in the studied bank. In addition to solve this problem, the model can increase the effectiveness of marketing through bank offices by introducing it as an additional delivery channel and is interesting for all participants in the banking insurance (for bank, insurance company and potential client). In the theoretical part we examine the resons for introduction of a good banking insurance model and all the possible connections between the bank and insurance company. Among the studied types of connections we choose the one which is most appropriate for our bank. Insurance products are different from traditional banking products, so there is a problem of identification of bank workers with insurance business. We are aware that with introduction of a model our employees are the most important factor in addition to end-customers. For this reason, we present ways of marketing to customers and a fair an efficient system of reward and motivation for the employees. In the research part of the study we examine the possibility of introduction of our estimated model in practice. A key factor for the success of our model is an end-customer and the survey includes a large number of customers of our studied bank. In conclusion we developed a model solution an presented the answers to our research questions. Banka zavarovalnica bančno zavarovalništvo trženje raziskava potreb Bank insurance company banking insurance marketing research of needs true true false Slovenski jezik Angleški jezik Diplomsko delo 2012-01-17 09:36:49 2012-05-29 10:11:25 2022-04-14 10:58:58 2023-12-29 03:21:42 2012 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7018515 URN:SI:UM:DK:GVACSOOA VS_Sitar_Ziga_2012.pdf VS_Sitar_Ziga_2012.pdf 1 E7047A181B1A72D19CF6EC1147F0B304 9b1efc9c6c6028026655ffe82546d3a6b5248cde0c44d5414643e4e83b3d459f f7527ce7-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/038faeed-cd18-4df6-adfb-9c7d09030850 https://dk.um.si/Dokument.php?lang=slv&id=27981 Fakulteta za organizacijske vede 0 0 0