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Aseguru-etxeen irudi eta posizionamendua Euskal Autonomia Erkidegoan

Author

Listed:
  • Rincón Díez, Virginia
  • Egaña Urrutia, Mikel

Abstract

[EUS] Gaur egun, gero eta lehiakortasun handiagoko sektore batean, aseguru-etxeentzat funtsezkoa bihurtu da bezeroen uste eta hautemateei buruzko informazio zehatza izatea eta irudiaren kudeaketa eraginkor bat gauzatzea. Azterlan honetan Euskal Autonomia Erkidegoko aseguruen sektorean jarri dugu arreta. Zehazki, aseguru-etxe ezberdinek duten irudi eta posizionamendua aztertu dugu. Horrez gain, marka irudiarekin lotutako fideltasun maila, aldaketa kostuak, erreputazioa edo zerbitzuaren kalitatea bezalako beste zenbait kontzeptu ere landu ditugu. Horretarako, auto asegurua kontrataturik duten pertsonek aseguru-etxeen inguruan dituzten pertzepzioak jaso eta analizatu ditugu. Informazioa biltzeko metodo bezala inkesta pertsonala erabili dugu eta datuen analisirako teknika estatistikoen artean Bariantzaren Analisia eta Osagai Nagusien Analisia aukeratu ditugu. Ikerketa honetan lortutako emaitzek aseguruen sektoreko marketin arduradunentzat informazio baliagarria eskaintzen dutela deritzogu.

Suggested Citation

  • Rincón Díez, Virginia & Egaña Urrutia, Mikel, 2016. "Aseguru-etxeen irudi eta posizionamendua Euskal Autonomia Erkidegoan," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
    • Handle: RePEc:ehu:rdadme:20329
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    File URL: https://addi.ehu.es/handle/10810/20329
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    References listed on IDEAS

    as
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