مساهمة التسويق التأميني في تعزيز الثقافة التأمينية لعملاء الشركة الوطنية للتأمين Saa

Abstract EN

This study aims to know the role of the insurance marketing mix in increasing the demand for insurance by enhancing the insurance culture among customers.

to achieve this goal, the questionnaire was adopted as a tool to collect data about the elements of the insurance marketing mix (product (service), price, promotion, material elements, personnel, operations) and insurance culture.

the study included a sample of 108 clients with the national insurance company SAA, and after using the multiple regression model, it was concluded that some elements of the insurance marketing mix (material elements, people, as well as operations) positively affect the increase in the insurance culture among the clients of the national insurance company SAA and after using the multiple regression model, it was concluded that some elements of the insurance marketing mix (material elements, individuals, as well as operations) positively affect the increase in the insurance culture among the clients of SAA ; under study, while both the product (the insurance service in itself), the price and the promotion have a negative impact on the insurance culture.