20.500.12556/DKUM-40343 APLIKACIJA IN ADAPTACIJA MERILNE LESTVICE SERV-PERVAL NA STORITVE V ZAVAROVALNIŠTVU APPLICATION AND ADAPTATION OF MEASUREMENT SCALE SERV-PERVAL ON SERVICES IN INSURANCE Zavarovalništvo je ena temeljnih gospodarskih dejavnosti, kar priča tudi podatek, da je delež bruto zavarovalne premije v BDP, kot kazalec razvitosti zavarovalnega sektorja, v EU leta 2009 znašal 8,5 %, v Sloveniji pa 5,9 % (UMAR 2011). Definicijo zavarovanja lahko opredelimo z dveh vidikov. Prvi vidik predstavlja finančna definicija zavarovanja, pri kateri je zavarovanje opredeljeno kot finančni dogovor, ki razprši stroške nepričakovanih izgub med članice dogovora. Drugi je pravni vidik, po katerem zavarovanje predstavlja pogodbeni dogovor med dvema strankama in pri katerem ena stran (zavarovalnica) prevzame obveznosti pokritja škode drugi strani (zavarovalec) (Dorfman 1994). Specifičnost te finančne panoge je obljuba, ki jo prejmejo stranke ob sklenitvi in plačilu zavarovalne premije in ne predstavlja materialne dobrine oz. storitve, ki bi jim nudila takojšnjo korist. Obljuba o poplačilu škodnega dogodka in izplačilo materialne oz. nematerialne odškodnine za nastalo škodo je posledična korist zavarovancev, ki pogodbeno sklenejo zavarovanje za sebe, svojo družino, premičnine ali nepremičnine z dotično zavarovalnico. Zavarovalec pred sklenitvijo zavarovanja komunicira s prodajalcem zavarovanj oz. z zavarovalnim zastopnikom, pri čemer s komuniciranjem in pogajanjem usklajujeta skupne interese, kar povzroči razvijanje odnosa in posledično ustvarjanje medsebojnega zaupanja. Pravilna in pravočasna komunikacija s stranko lahko vpliva na njeno odločitev za sklenitev zavarovanja z določeno zavarovalnico. Dobra komunikacija se začne z enakostjo udeležencev. Je nekakšna sposobnost prilagajanja za sporazumevanje z drugimi in s svetom okoli nas. Možina (1995) opredeljuje komuniciranje kot proces, v katerem si dva ali več udeležencev pošiljajo, sprejemajo in si razlagajo sporočila in znake, ki so nosilci določenih informacij. Med seboj lahko komuniciramo besedno ali nebesedno. Med besedno komunikacijo uvrščamo govorno ter pisno komunikacijo, pri čemer misli izražamo z uporabo besed in pojmov. Nebesedno komuniciramo z govorico telesa, kot je mimika, gestika in proksemika. Namen magistrskega dela je ugotoviti, kako fizične osebe zaznavajo vrednost zavarovalniških storitev, ter teoretično in empirično pojasniti odnose med dejavniki, ki vplivajo na zaznano vrednost. V teoretičnem delu magistrskega dela najprej predstavljamo zavarovalniške storitve. Osnovni raziskovalni problem magistrske naloge bo predstavljala povezava zaznane vrednosti zavarovalniških storitev GRAWE zavarovalnice, d. d., v očeh njenih strank s poudarkom na komunikaciji s stranko kot enem od dejavnikov, ki prispeva k večji zaznani vrednosti storitev. Odjemalci namreč, pri vrednotenju storitev. na le-te gledajo celostno, in sicer kot na skupek vseh koristi, ki jih prejmejo s posamezno storitvijo. Komunikacija, ki je največkrat vzpostavljena med zavarovalnim zastopnikom in stranko, poteka po različnih poteh. Tako se v nalogi osredotočamo na različne komunikacijske medije, kot sta na primer telefonski pogovor ter pismen pogovor s pomočjo interneta. S prihodom interneta se komunikacija množično seli na svetovni splet. Odjemalci na spletu iščejo informacije, priporočila, ustvarjajo vsebine, komentirajo, nezavedno oglašujejo, vplivajo, kupujejo itd. Prvi del raziskave je osredotočen na pomembnost komunikacije med stranko in zavarovalnico, pri čemer je v ospredju predvsem komunikacija med zavarovalnim zastopnikom in stranko. Pomembnost faktorja komunikacije kot dejavnika, ki pomembno vpliva na celostno zaznavanje storitve, je prikazana s pomočjo literature in predhodnih raziskav, ki so zajemali tematiko komunikacije v zavarovalništvu. Predstavljeni so komunikacijski mediji, načini komunikacije ter ustreznost novih medijev oz. družbenih medijev za komunikacijo s stranko. Drugi del raziskave je namenjen ocenitvi zaznane vrednosti storitev GRAWE zavarovalnice, d. d., kot kompozitne zavarovalnice na slovenskem trgu. Raziskava je izvedena s pomočjo obstoječega merilnega instrument ABSTRACT Insurance is one of the main economic activities, as witnessed by the fact that the share of gross insurance premiums in GDP as an indicator of development of the insurance sector in the EU in 2009 amounted to 8.5% and in Slovenia to 5.9% (UMAR 2011). Definition of insurance can be defined from two perspectives. The first dimension is a financial term of insurance, where the insurance is defined as a financing arrangement, which disperses the costs of unexpected losses among members agreement. The second is the legal aspect, in which insurance represents a contractual agreement between two parties in which one party (the insurer) assumes liability coverage to the other part (the policyholder) (Dorfman 1994). The specificity of the financial industry is a promise which customers receive at the conclusion and payment of the insurance premium and does not constitute or material goods or services, which would provide immediate benefit to them (custumer). The promise of repayment of the loss and the payment of material or non-material damage compensation for is a consequential benefit of policyholders who contracted an insurance policy for yourself, your family, movable or immovable property of the respective insurer. Policyholder before insurance coverage communicates with the insurance seller or insurance agents, where the communication and negotiation coordinate common interests, resulting in the development of the relationship and thus create mutual trust. Proper and timely communication with the customer can affect the decision to agreeinsurance with a particular insurer. Good communication starts with the equality of the participants. Is a kind of adaptive capacity to communicate with others and the world around us. Možina defines communication as a process in which two or more participants, send, receive and interpret messages and signs, which are in charge of certain information (Možina 1995). We can use verbal or non-verbal communication. Verbal communication includes verbal and written communication where thoughts expressed with words and concepts. Non-verbal communication is body language, such as expressions, gestures and proksemika. The purpose of this thesis is to determine how individuals perceive the value of insurance services, as well as theoretically and empirically explaination of the relationship between the factors that influence the perceived value. In the theoretical part of the thesis we present the insurance. The basic research problem in this thesis will be a link to the perceived value of insurance services provided by GRAWE Insurance Company in the eyes of its customers, with an emphasis on communication with the client, as one of the factors contributing to the higher perceived value of the service. Clients have comprehensive look, in the evaluation of services in at this as the sum of all benefits received by an individual service provider. Communication, which is usually set up between the insurance agent and client shall be conducted by different routes. Thus, in this paper we focus on a variety of communication media, such as telephone calls and literate conversation through the Internet. With the advent of Internet communication, the massess is shifting to the Internet. Customers on the Web looking for information, recommendations, creating content, commenting, unconsciously advertise, affect, buy, etc... The first part of the research will focus on the importance of communication between the client and the insurance company, which will focus primarily on communication between insurance agents and customer. The importance of communication as a factor, that significantly affects the overall perception of service will be demonstrated by means of literature and previous research, which covered the topic of communication in the insurance industry. Introducing the methods to communicate thru social media to the clients. The second part of the research will be aimed at assessing the perceived value of GRAWE Insurance Company, a composite insurance company in t Storitev izdelek odjemalec zavarovalništvo zavarovalnica zaznana vrednost zaznana kakovost zaznana denarna cena zaznana nedenarna cena čustvena korist komunikacija ugled merilna lestvica SERV-PERVAL. Service product client insurance insurance business perceived value perceived quality perceived price client emotion communication reputation SERV-PERVAL measurement scale. true true false [B. Bruči] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-05-09 11:53:57 2013-08-23 14:05:13 2022-05-12 23:36:44 2021-04-22 03:28:01 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.4 11475740 URN:SI:UM:DK:JLK4SMLD MAG_Bruci_Beni_2013.pdf MAG_Bruci_Beni_2013.pdf 1 002679BB98B1F607E2112B8279DC4897 902558f3c3b20374f96d634c0120f30bf70552b0b9714b09f6163a920c9d09eb 09b54acb-7c0a-11eb-bb7a-00155d0001ca 20.500.12556/dkum/0e83451f-b968-480f-8a54-e143424459a7 https://dk.um.si/Dokument.php?lang=slv&id=56050 Ekonomsko-poslovna fakulteta 0 0 0