20.500.12556/DKUM-37920 ANALIZA UGLEDA ZAVAROVALNIC V SLOVENIJI ANALYSIS OF THE REPUTATION OF INSURANCE COMPANIES IN SLOVENIA Dnevno srečevanje z informacijami, nam zavedno ali nezavedno pomaga oblikovati mnenje o organizaciji, izdelku ali storitvi. S primernim ugledom si organizacija, izdelek ali storitev v javnosti izoblikuje pozitiven ali negativen ugled. Ugled je postal sredstvo za dosego ekonomske vrednosti in je v današnjem času med najpomembnejšimi dejavniki za obstanek in tudi nadaljnji razvoj organizacije. Namen in cilj celotnega magistrskega dela je bilo ugotoviti, kako pomemben je ugled zavarovalnice, in ali ugled podjetja vpliva na odjemalčevo odločitev pri kateri zavarovalnici bo sklenil zavarovanje. V Sloveniji deluje kar nekaj zavarovalnic, zato smo našo analizo zavarovalnic omejili na tri največje slovenske zavarovalnice, kjer so nas predvsem zanimali različni dejavniki, ki vplivajo na ugled in na odločitev odjemalcev komitent katere bodo postali. Tri največje slovenske zavarovalnice na trgu, ki smo jih v raziskavi zajeli in jih predstavili, so Zavarovalnica Triglav d.d., Zavarovalnica Maribor d.d. in Adriatic Slovenica d.d. Osredotočili smo se na pomembnost njihovega ugleda s strani odjemalca. Že tržni delež zavarovalnic pove njihovo mesto na trgu, vendar smo želeli izvedeti, kako pomemben je ugled oz. ali le ta vpliva na odjemalčevo odločitev izbora zavarovalnice. V prvem delu smo predstavili teorijo, ki se nanaša na raziskavo. Kot prvo smo opredelili in razložili pojem ugleda in njegovo povezavo s podobnimi pojmi, ter nadaljevali z ugledom podjetja na splošno, ugledom blagovne znamke in ugledom vodstva podjetja. Kasneje smo se navezovali na pomembne dejavnike, ki so povezani z ugledom in našim magistrskim delom. V drugem delu teorije smo se osredotočili na storitev samo in z zavarovanjem povezanimi pojmi. Ker smo se v delu osredotočili na tri največje slovenske zavarovalnice, smo za konec teoretičnega dela predstavili vse tri omenjene zavarovalnice. Sledi empirični del, kjer smo za pridobitev podatkov raziskave izbrali anketni vprašalnik. V njega smo vključili elemente ugleda, ki so relevantni za naše delo. Predvsem smo se osredotočili na štiri ključne dejavnike in njihovo razmerje med izbranimi zavarovalnicami. Glavni dejavniki, ki so povezani tudi z zastavljenimi hipotezami, so zaupanje zavarovalnici, privlačnost zavarovalnice, družbena odgovornost zavarovalnice in njena naravnanost na prihodnost. Respondente smo povprašali še o drugih dejavnikih, ki so povezani z ugledom in so pomembni za našo raziskavo. Izbrali smo kvantitativno metodo raziskovanja, torej anketni vprašalnik. Slednjega smo ustrezno prilagodili naši raziskavi. Anketni vprašalnik smo razdelili med ciljno skupino, odjemalcem, s katerim smo pridobili podatke, ki smo jih analizirali. Vprašalnik je bil poslan priložnostno izbranim osebam iz različnih regij v Sloveniji. Da smo zajeli čim širši krog ljudi, smo za lažje pridobivanje podatkov v večini izvedli spletno anketiranje, za drugi del pa smo izvedli osebno spraševanje. Za lažjo analizo smo podatke izračunali s pomočjo programa SPSS in si pomagali s programom MS Excel. V raziskovalnem delu magistrskega dela smo predstavili rezultate analize, s katerimi smo prišli do ugotovitev, kako ugled vpliva in ali če sploh vpliva na izbiro zavarovalnice oz. zavarovanja določene zavarovalnice ter kateri dejavnik ugleda je za odjemalce najbolj pomemben pri njihovem izboru. Na koncu smo prišli do zaključka, s katerim smo potrdili ali zavrgli na začetku zastavljene hipoteze. Zastavili smo si pet hipotez, ki so nas vodile skozi celotno magistrsko delo. Za pridobitev podatkov raziskovalnega problema smo tako uporabili metodo spraševanja – anketni vprašalnik. Zanesljivost anketnega vprašalnika je bila visoka, saj so bile vse vrednosti nad 0,8. Anketni vprašalnik nam je pomagal priti do podatkov, ki nam povedo ali hipotezo potrdimo ali zavrnemo. Zavrnili smo dve hipotezi, tri pa sprejeli. Hipotezo 1, 2 smo zavrnili, 3, 4 in 5 pa sprejeli, kar bomo v empiričnem delu tudi dokazali. V pomoč nam je bila literatura, različni članki, spl Dealing daily with the information consciously or unconsciously helps us formulate an opinion of an organization, product or service. With proper reputation organizations, product or service form a positive or negative reputation in the public. The reputation has become the means of achieving the economic value and today it is one of the most important factors of organization’s survival as well as the further development of the organization. The purpose and objectives of the master thesis were to determine how important is reputation of insurance company and whether the company’s reputation influences the choice of the consumer’s decision in which insurance company he will conclude the insurance. Several insurance companies operate in Slovenia therefore we restricted our analysis on the three biggest Slovenian insurances, where we were particularly interested in various factors that affect the reputation and the decision of customer. The three biggest Slovenian insurances on market, which we captured and also presented, were Insurance company Triglav, Insurance company Maribor and Adriatic Slovenica. We focused on the importance of their reputation from the consumer’s view. The market share of insurance companies already indicates their position on the Slovenian market. But we still wanted to know how important the reputation is to the consumer or does it impact consumer’s decisions of choosing the insurance company. In the first part of our thesis, we presented a theory that refers to the survey. At first we identified and explained the concept of the reputation and the relation with the similar concepts, we continued with the reputation of companies in general, the reputation in the brand and the reputation of management. Afterwards we related to the important factors that were associated with the reputation and our master thesis. In the second part of the theory, we focused on terms related to service and insurance. Since we were focusing on the three biggest insurance companies in Slovenia, we ended the theoretical part with their presentation. The empirical part follows, where we obtained the data for the survey with a questionnaire. Here we included elements of reputation that were relevant to the thesis. In particular we were focusing on the four key factors and their relations between the selected insurance companies. Those main factors, associated with stated hypotheses, are the trust in insurance companies, attractiveness of insurance companies, social responsibility of insurance companies and the insurance company’s orientation for the future. The respondents were also asked about some other factors that were associated with the reputation and were important for our research. We chose the quantitative method of research, a questionnaire. The questionnaire was adjusted to the research. The questionnaire was handed out among the target group, customers, from which we obtained data that we had analyzed. The questionnaire was sent to occasional people from different regions in Slovenia. To include the widest possible group of people to facilitate obtaining data we mostly used an online survey, and for other we used personal questioning. To facilitate analysis, data was calculated by using the SPSS program and MS Excel as well. In the research part of the master thesis we presented the results of the analysis with which we came to the conclusions how the reputation influences if it really influences the selection of the insurance company or the insurance of a certain insurance company and which factors of the reputation are the most important according to the consumers’ selection. At the end we came to the conclusion which confirmed or rejected the hypotheses set at the beginning. We set five hypotheses which led us through the entire study. To obtain the data for the survey, we used the method of questioning – the questionnaire. The reliability of the questionnaire was high, because all values were above 0,8. The questionnaire helped us get the data that told us whe Identiteta podjetja podoba podjetja ugled podjetja management storitev zavarovalniška storitev zavarovalništvo. The company's identity the image of business a company's reputation management service insurance service insurance. true true false [M. Vidovič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2012-09-12 22:50:51 2012-10-29 09:21:41 2022-04-24 22:14:06 2023-12-27 03:33:46 2012 0 Lenart 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.3 11181852 URN:SI:UM:DK:FBZ0LHKN MAG_Vidovic_Mateja_2012.pdf MAG_Vidovic_Mateja_2012.pdf 1 3D14BBFCB94145FA8D2D32E4B45C3386 8082a134b7f225184ecfcfece0c9a1d59e54e9d694d64082a3d8b584217d16e4 5e33e629-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/487c267a-277c-4290-8844-ba5e79e9bc46 https://dk.um.si/Dokument.php?lang=slv&id=51328 Ekonomsko-poslovna fakulteta 0 0 0