Social Marketing Analysis of Attitude Toward Compulsory Earthquake Insurance in Turkey(Türkiye’de Zorunlu Deprem Sigortasına Yönelik Tutumun Sosyal Pazarlama Kapsamında Analizi)

Yonetim ve Ekonomi Pub Date : 2016-08-25 DOI:10.18657/YECBU.81769

Gülnil Aydin, Erdogan Koc

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引用次数: 2

Abstract

ABSTRACT This study aims to explore the reasons behind the low-level purchases of compulsory earthquake insurance policies in Turkey. Based on online surveys with 667 people the findings of the study point out that there is a major communications gap to be filled in by the authorities and the insurance companies. The findings of the study also show that in addition to the demographic variables the personality characteristics of people also influence the attitude towards and the purchasing of compulsory earthquake insurance policies. Key Words : Social Marketing, Attitude, Risk Perception, Personality Characteristics, Earthquake Insurance, Turkey. JEL Classification: M31, M38 OZ Bu calisma, Turkiye’de uygulanan zorunlu deprem sigortasina yonelik tutumu ve beklentilere kiyasla dusuk duzeyde seyreden satislarin nedenlerini arastirmak amaciyla gerceklestirilmistir. 667 kisinin katilimiyla tamamlanan cevrimici (online) anket calismasi sonucunda elde edilen bulgular, iletisim sorunlarina isaret etmektedir. Calismanin bulgulari ayrica, zorunlu deprem sigortasina yonelik tutum uzerinde bireylerin kisilik ozelliklerinin ve demografik degiskenlerin de etkili oldugunu gostermektedir. Anahtar Kelimeler: Sosyal Pazarlama, Tutum, Algilanan Risk, Kisilik Ozellikleri, Deprem Sigortasi, Turkiye. JEL Siniflamasi: M31, M38

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土耳其对地震强制保险态度的社会营销分析

摘要本研究旨在探讨土耳其强制性地震保险购买水平低的原因。根据对667人进行的在线调查，研究结果指出，当局和保险公司之间存在很大的沟通差距。研究结果还显示，除了人口统计变量外，人们的个性特征也会影响人们对地震强制保险的态度和购买行为。关键词:社会营销，态度，风险认知，人格特征，地震保险，土耳其JEL分类:M31, M38 OZ, bucalisma, Turkiye 'de uygulanan, zorunlu dedesiorortasina, turkikiye 'de uygulanan, zorunlu dedesiortasina, tututuu, bekleentilere, kiyasla dusuk, duzeyde, seyreden, satislarin, nedenerini, astirma, amacyla, gercletitiir。667 kisinin katilimiyla tamamlanan evrimicmici (online) market calismasi sonucunda eledilen bulbula, iletisim sorunlarina是一种非常实用的方法。Calismanin bulgulari(美洲)，zorunlu deprem sigortasina(美洲)，tututum(美洲)，bireylerin(美洲)，kisilik ozelliklerin(美洲)，demografik degiskenlerin(美洲)，etkili oldugunu gostermektedir。ananhtar Kelimeler: Sosyal Pazarlama, Tutum, Algilanan Risk, Kisilik Ozellikleri, Deprem Sigortasi，土耳其。JEL Siniflamasi: M31, M38

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Yonetim ve Ekonomi

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16 weeks