أثر جودة الخدمة كأداة فعالة لتسويق خدمات التأمين

Abstract EN

This research aims to identify the impact of service quality as an effective tool for marketing insurance services, from the point of view of the company's customers; this study was applied to a sample of (100) of both sexes of clients of the Iraqi General Insurance Company in Baghdad governorate.

The researcher followed the descriptive approach in this research as it is the most accurate method for determining the relationship between the research variables.

With the help of the analytical approach complementing it.

As for the practical "applied" side of the research, the researcher prepared a questionnaire tool to measure the quality of insurance services from the point of view of the research sample of the company's clients.

Then analyze the correct answers with the help of some statistical methods and applications such as (SPSS).

The researcher concluded that there is a positive moral correlation between service quality and customer satisfaction, the researcher also touched through the results of the study the lack of interest of the researched company in the dimensions of service quality, which reflects the delay in the reality of insurance service in Iraq.

Especially since the problem of marketing the insurance service is embodied in the mechanism for the customer to obtain this service.

Since he does not get a tangible material thing but rather only future benefits.

Therefore, the researcher considers the need to pay attention to the quality of the service provided as one of the most effective elements and tools for marketing insurance services.