20.500.12556/DKUM-93428 Analiza vpliva atributov identitete na ugled zavarovalnic Analysis of the impact of identity attributes on the reputation of insurance companies Namen pričujoče raziskave je bil preučiti vpliv atributov korporativne identitete zavarovalnic na njihov ugled z uporabo kvantitativne raziskovalne metode in anketnega vprašalnika. Cilj raziskave je bil ugotoviti povezave med ključnimi elementi korporativne identitete – kot so vizualna podoba, komunikacijski slog, vedenje zaposlenih ter korporativne vrednote – in načinom, kako javnost zaznava ugled zavarovalnih družb. Anketa je bila izvedena prek spleta na vzorcu 51 anketirancev. Zbrane podatke smo analizirali z deskriptivno statistiko, da bi opredelili vpliv posameznih dejavnikov na zaznavano podobo podjetij. Rezultati raziskave kažejo, da imata vizualna identiteta in kakovost storitev ključno vlogo pri oblikovanju pozitivnega ugleda zavarovalnic. Poseben poudarek je bil namenjen t. i. »človeškemu dejavniku«, tj. vedenju zaposlenih v neposrednem stiku s strankami, ki pomembno vpliva na zadovoljstvo in zvestobo uporabnikov. Ugotovljene so bile tudi razlike v zaznavi ugleda med posameznimi zavarovalnicami – zavarovalnica Generali je izstopala kot vodilna, medtem ko so zavarovalnice Wiener, Triglav in Dunav dosegale različne ravni ugleda in prepoznavnosti. V okviru raziskave je bila analizirana tudi pogostost zaznavanja identitetnih elementov, pri čemer so bile zaznane razlike v intenzivnosti in jasnosti blagovne znamke. Zaključki raziskave poudarjajo pomen strateškega upravljanja korporativne identitete in ugleda v zavarovalniškem sektorju. Zavarovalnice bi morale redno spremljati zaznave uporabnikov, izboljševati komunikacijske pristope, dosledno krepiti ključne identitetne elemente ter vlagati v avtentičen in usklajen korporativni nastop, s čimer bi lahko okrepile svoj tržni položaj in konkurenčnost. The purpose of this study was to examine the impact of insurance companies’ corporate identity attributes on their reputation using a quantitative research method and a survey questionnaire. The aim was to identify the relationships between key elements of corporate identity—such as visual identity, communication style, employee behavior, and corporate values—and how the public perceives the reputation of insurance companies. The survey was conducted online with a sample of 51 respondents. The collected data were analyzed using descriptive statistics to determine the influence of individual factors on the perceived corporate image. The findings indicate that visual identity and service quality play a crucial role in shaping a positive corporate reputation. Special attention was given to the so-called "human factor," i.e., employee behavior in direct contact with clients, which significantly affects customer satisfaction and loyalty. Differences in reputation perception were also identified among individual insurance companies—Generali stood out as the leader, while Wiener, Triglav, and Dunav exhibited varying levels of reputation and brand recognition. The study also analyzed the frequency with which identity elements were perceived, revealing differences in the intensity and clarity of brand communication. The conclusions highlight the importance of strategic management of corporate identity and reputation in the insurance sector. Insurance companies should continuously monitor user perceptions, enhance their communication strategies, consistently strengthen identity elements, and invest in an authentic and coherent corporate presence to improve their market position and competitiveness. korporativna identiteta ugled zavarovalnice vizualna identiteta vedenje zaposlenih komuniciranje kakovost storitev zvestoba strank blagovna znamka zaznava javnosti corporate identity reputation insurance companies visual identity employee behavior communication service quality customer loyalty branding public perception true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-06-25 13:51:54 2025-09-22 12:28:16 2025-09-23 03:30:47 0000-00-00 00:00:00 2025 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 249833475 VS_Matusic_Marko_2025.pdf VS_Matusic_Marko_2025.pdf 1 9596B316FE131D5AAF25E18D0A679C4C 289bacc4c8c3e56ac2316a14e61f6fa0a02e2af876612d7e41eedd6842a760ce c9f2254e-51bd-11f0-977c-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=192728 Fakulteta za organizacijske vede 0 0 0