مدى مساهمة الخداع التسويقي في بناء الصورة الذهنية لدى زبائن شركات التأمين : دراسة ميدانية في شركة التأمين العراقية

الملخص EN

In light of the fierce competition between the insurance companies in addition to the large increase in the number of private insurance companies operating in Iraq, which reached (22) private companies until the end of 2016 increased cases of deception practiced by these companies in order to obtain a greater market share without taking into account the effects (The service, the price, the promotion, the distribution, the employees, the processes, the physical manifestation) to build the mental image in the three dimensions (emotional, cognitive, behavioral) in the customers The researchers selected 3 5 A sample of the insured at the research company to test the main hypothesis of the research "There is a significant relationship of statistical significance between the marketing deception practiced by the insurance companies at the level of (service, price, promotion, distribution, physical appearance, operations, individuals) in building mental image And the objective of the research to survey the views of the insured at the company under study about marketing practices that fall under the name of marketing deception as well as to identify the dimensions of the marketing mix and knowledge in any after the practice of deception and find the research that the company practiced deception in six dimensions of the marketing mix is ( Service, price, Promotion, distribution, operations, workers) and rejected one hypothesis because of the lack of relationship between physical appearance and marketing deception.

The research also found that the insurance company in question lacks a comprehensive plan to adopt the mental image of the insured public.

Even if it was unintentionally, and also recommended the need to pay attention to the external and internal appearance with the use of the latest technological methods to communicate directly with the insured and thus less opportunities for deception can be exercised by the salesman.