Aseguru-etxeen irudi eta posizionamendua Euskal Autonomia Erkidegoan

Abstract

Nowadays, in an increasingly competitive industry, it is essential for insurance companies to have accurate information on the perceptions and thoughts of their customers. In this study we focused on the insurance sector of the Basque Country and studied the image and positioning of the different insurance companies. In addition, we have also studied some other concepts related to the brand image such as loyalty, switching costs, reputation and service quality. To this end, we collected and analyzed the perceptions of people who have car insurance. In order to collect the information we conducted a survey and for data analysis One-Way Analysis of Variance and Principal Component Analysis were used. The results obtained in this study provide useful information for insurance sector marketing managers.