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doc. Ing. Roman Serenčéš, PhD.
Identifikačné číslo: 1488
Univerzitný e-mail: roman.serences [at] uniag.sk
 
docent - Katedra hospodárskej politiky (FEM)

     
Absolvent     
     
     
     
Vedené práce
     

Základné informácie

Základné informácie o záverečnej práci

Typ práce: Dizertačná práca
Názov práce:
Success Factors in Insurance Intermediary Sales: An Analysis of the Customer-Intermediary Relationship
Autor: Heiko Seitz, PhD., MBA
Pracovisko:
Vedúci práce:
Oponent 1:prof. Ing. Iveta Ubrežiová, CSc.
Oponent 2:
Ing. Marián Meško, MSc, PhD.
Oponent 3:
doc. Ing. Rastislav Kotulič, PhD.
Stav záverečnej práce:Záverečná práca bola úspešne obhájená


Doplňujúce informácie

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Jazyk spracovania záverečnej práce:
anglický jazyk

Názov práce:Success Factors in Insurance Intermediary Sales: An Analysis of the Customer-Intermediary Relationship
Abstrakt:
State regulations, increasing competition and the changing buyer behaviour present great challenges for insurance intermediaries. Additionally, the insurance product is characterised by special features. These include the intangibility of insurance, the high credence qualities, the still-high proportion of personal advice in the insurance sector as well as the information asymmetry between customer and intermediary. Thus, the question arises concerning which factors are responsible for the success of an insurance intermediary. Customers try to reduce uncertainties in purchase decisions through various measures. But because such decisions cause high transaction costs, trust in the insurance intermediary plays a special role in the process. If customers trust their intermediary, the deal is almost sealed without any effort by the intermediary and the clients waive measures that might protect their interests during the purchase process. The aim of this work is to determine the factors of success that are important in a general customer-intermediary relationship. Through a theoretical contribution, customer satisfaction, customer commitment, customer proximity and trust are conceptualised as factors of success and influencing factors on trust are discussed. The core of this work is an empirical investigation of the success factors in a customer-intermediary relationship. Subsequently, those factors influencing the trust of customers in their intermediary are investigated, such as the intermediary´s reputation, perceived qualification, and the increasing government intervention in the insurance industry. This is followed by a consideration of word of mouth as a factor behind success in insurance sales. The empirical investigation is based on a random sample, with 387 people interviewed in Germany. An analysis of the results shows that the most important factor in an intermediary´s success is trust, but customer satisfaction also plays a key role. In the subsequent examination of the influences on trust in the intermediary, the reputation is confirmed as an influencing factor of trust. Reputation is especially important when the buying process is full of uncertainties, as is so often the case with insurance products. On the other hand, no influence on customer trust is confirmed by perceived qualification and perceived government interventions. Reichheld´s (2003) uniform Net Promotor Score (NPS) for customer satisfaction and customer orientation is used to investigate the influence of word of mouth. The ambiguous result confirms a correlation between frequency of contact and customer satisfaction (NPS), but no correlations between the length of the relationship and customer satisfaction (NPS). This study provides important insights into the relationship between the customer and the intermediary as well as discussing recommendations for action.
Kľúčové slová:
customer-intermediary relationship, insurance intermediary, success factor, trust

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