دور المزيج التسويقي الخدمي في تحسين جودة الخدمات التأمينية

Abstract

This study aims to analyze the impact of the service marketing mix on the quality of insurance services in insurance companies, by surveying customer perceptions regarding the components of the marketing mix and the quality of the services provided. From a theoretical standpoint, the study concludes that the service marketing mix is one of the most important tools for the success of insurance organizations, as it enables the development and improvement of services according to customer needs. Furthermore, the quality of insurance services represents a critical factor in achieving customer satisfaction and competitive advantage in a market characterized by service similarity. The quality is based on specific dimensions: reliability, responsiveness, assurance, empathy, and tangibles. From an empirical perspective, the results showed that the promotion element had the greatest influence on improving service quality, followed by processes. A high evaluation of service quality was recorded, particularly in the dimensions of assurance and empathy. The findings confirmed a strong relationship between the service marketing mix elements and the quality of insurance services. Additionally, no statistically significant differences were found in customers’ evaluations related to gender or age, whereas differences were observed, based on the insurance company. Based on these findings, the study recommends investing in technology, improving service delivery procedures, training staff, adopting innovative promotional methods, enhancing the physical environment, fostering a culture of innovation, and utilizing effective quality measurement tools. The study also emphasizes the need to keep pace with modern developments in information technology and insurance marketing to ensure excellence and sustainability.