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DİJİTAL PAZARLAMADA MARKA DENKLİĞİNİN SİGORTA SEKTÖRÜNDE ARACI MEMNUNİYETİ ÜZERİNE ETKİSİ

Yıl 2020, Cilt: 2 Sayı: 1, 29 - 47, 30.06.2020

Samet Aydın Tahir Kirazlı

Öz

Finans kurumları özellikle bankalar sayesinde dijital dönüşümde öncü bir konumda olsalar da aynı durumun sigorta şirketleri için geçerli olmadığı gözlenmektedir. Sigorta sektörü halen ağırlıklı olarak aracılar ve onların etkinliğine dayanmaktadır. Bu nedenle, sektörde hayata geçirilen dijital pazarlama uygulamalarının aracıların memnuniyeti üzerinde nasıl etkiler oluşturacağına dair farklı çekinceler bulunmaktadır. Aracıların güçlü ilişkilere sahip oldukları müşteri portföyleri düşünüldüğünde, aracı memnuniyeti sektörde başarı için en temel kriterlerden biri halini almaktadır. Öte yandan, sektörde dijital pazarlama uygulamalarının daha ziyade bireysel müşterilere yönelik ferdi kaza, taşıt, sağlık, yaşam vb. ürün gamında yoğunlaştığı, kurumsal müşterilere yönelik ürünlerde aynı eğilimin henüz olgunlaşmadığı gözlenmektedir. Dolayısıyla, dijital pazarlamanın işletmelerin marka denkliğine ne gibi katkılar yapacağı, özellikle aracılar ile ilişkileri nasıl etkileyeceği merak konusudur. Buradan hareketle, bu çalışmanın konusu nakliyat sigortaları alanında dijital pazarlama uygulamalarının katkısıyla oluşan marka denkliğinin aracı memnuniyeti üzerindeki etkisini belirlemektir. Araştırma kapsamında 243 sigorta aracısından elde edilen veri analiz edilerek sigorta işletmelerinin marka denkliği, aracılara sunulan komisyon oranları ve aracı memnuniyeti değişkenleri arasındaki ilişkiler incelenmiştir. Araştırma sonucunda, dijital pazarlamada marka denkliğinin nakliyat sigortaları sektöründe aracı memnuniyeti üzerinde olumlu etkiye sahip olduğu tespit edilmiştir. Önemli bir diğer sonuç ise marka denkliğinin tespit edilen bu etkisinin sigorta işletmelerinin uyguladıkları aracı komisyon oranlarına göre farklılık göstermediğidir.

Anahtar Kelimeler

dijital pazarlama marka denkliği aracı memnuniyeti nakliyat sigortaları sektörü

Kaynakça

  • Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
  • Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38 (Spring), 102-120.
  • Aaker, D. A. (2009). Güçlü markalar yaratmak (Çev: Erdem Demir). İstanbul: MediaCat.
  • Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41.
  • Andonova, V. (2003). Online Disintermediation: Differences in the Behavior of Traditional Retailers in Adopting E‐Commerce. Management Research, 1 (3), 279-290.
  • Anisimova, T., & Mavondo, F. (2014). Aligning Company and Dealer Perspectives in Corporate Branding: Implications for Dealer Satisfaction and Commitment. Journal of Business-to-Business Marketing, 21 (1), 35-56.
  • Ash, T., Ginty, M., & Rich P. (2012). Landing page optimization: the definitive guide to testing and tuning for conversions. Canada: Sybex.
  • Bandyopadhyay, S., & Robicheaux, R. A. (1997) Dealer Satisfaction Through Relationship Marketing Across Cultures. Journal of Marketing Channels, 6 (2), 35-55.
  • Banerjee, S., & Dholakia, R. R. (2008). Mobile Advertising: Does Location Based Advertising Work? International Journal of Mobile Marketing, 3 (2), 68-74.
  • Barrese, J., Doerpinghaus, H., Nelson, J. (1995). Do independent agent insurers provide superiorservice? The insurance marketing puzzle. Journal of Risk Insurance, 62 (2), 297-308.
  • Beloucif, A., Donaldson, B., & Kazanci, U. (2004). Insurance broker–client relationships: An assessment of quality and duration. Journal of Financial Services Marketing, 8 (4), 327-342.
  • Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing Meets Web 2. Social Media, and Creative Consumers: Implications for International Marketing Strategy. Business Horizons, 55 (3), 261-271.
  • Boon-Long, S., & Wongsurawat, W. (2015). Social Media Marketing Evaluation Using Social Network Comments As An Indicator for Identifying Consumer Purchasing Decision Effectiveness. Journal of Direct Data and Digital Marketing Practice, 17 (2), 130-149.
  • Booth, D., & Koberg, C. (2012). Display Advertising an hour a day. New Delhi: Times Group Books.
  • Brewer, A., & Zhao, J. (2010). The impact of a pathway college on reputation and brand awareness for its affiliated university in Sydney. International Journal of Educational Management, 24 (1), 34-47.
  • Brophy, R. (2013). Adding value to insurance products: the AXA Irish experience. Journal of Product & Brand Management, 22 (4), 293-299.
  • Brophy, R. (2015). A collection of insurance brands: The story of RSA in Ireland. Cogent Business & Management, 2(1).
  • Budac, C. (2016). Theoretical Approaches on Successful Email Marketing Campaigns. Ovidius University Annals: Economic Sciences Series, 16 (2), 306-311.
  • Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of Academy of Marketing Science, 31 (2). 109-126.
  • Chang, H.-C. (2006). Integrating the role of sales agent into the branding model in the insurance industry. The Journal of American Academy of Business, 8 (2), 278-285.
  • Chang, H. H., Lee, C.-H., & Lai, C.-Y. (2012). E-Service quality and relationship quality on dealer satisfaction: Channel power as a moderator. Total Quality Management & Business Excellence, 23 (7-8), 855-873.
  • Chattha, S. (2019). Customers Satisfaction and Insurance Intermediaries: An Ordered Probit Analysis. International Journal of Banking, Risk and Insurance, 7 (1), 56-70.
  • Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern Methods for Business Research (pp. 295–336). New Jersey: Lawrence Erlbaum.
  • Clarkes, T. B., Murphy, J., Westchc, L. R., & Boec, H. (2018). Teaching Search Engine Marketing Through the Google Ad Grants Program. Marketing Education Review, 28 (2), 136-147.
  • Çakır, F., Aybar, N., & Akel, G. (2017). e-WOM’un Tüketicilerin Tatil Satın Alma Niyetine Etkisi. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4 (4), 110-127.
  • Dominique-Ferreira, S. (2018). The Key Role Played By Intermediaries in The Retail Insurance Distribution. International Journal of Retail & Distribution Management, 46 (11/12), 1170-1192.
  • Doney, P. M., & Cannon, J. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61 (2), 35-51.
  • Eckardt, M., & Rathke-Doppner, S. (2010). The quality of insurance intermediary services–empirical evidence for Germany. The Journal of Risk and Insurance, 77 (3), 667-701.
  • Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15 (2), 98-105.
  • Flaherty, T. B., Jansen, B., Hofacker, C., Murphy, J. (2009). Insights on the Google online marketing challenge and its successful classroom implementation. Journal of Online Learning and Teaching, 5 (2), pp. 446-457.
  • Gassenheimer, J. (1994). The impact of dependence on dealer satisfaction: A comparison of reseller-supplier relationships. Journal of Retailing, 70 (3), 253-266.
  • Gassenheimer, J. B., Calantone, R. J., & Scully, J. I. (1995). Supplier involvement and dealer satisfaction: implications for enhancing channel relationships. Journal of Business & Industrial Marketing, 10 (2), 7-19.
  • Gidhagen, M., & Persson, S. G. (2011). Determinants of digitally instigated insurance relationships. International Journal of Bank Marketing, 29 (7), 517-534.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M. and Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling. Thousand Oaks: Sage.
  • Hair, J. F., Ringle, C. M. and Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. The Journal of Marketing Theory and Practice, 19(2), 139–152.
  • Hart, C. W., Heskett, J. L., & Sasser, W. E. (1990). The Profitable Art of Service Recovery. Harvard Business Review, 68 (4), 148-156.
  • Heikki, K., & Matti, L. (2005). Factors Influencing Consumers’ Willingness to Accept Mobile Advertising: A Conceptual Model. Int. J Mobile Communications, 3 (3), 198.
  • Huckstep, R. (2016). Insurance distribution is about to get personal. İnternet Adresi: www.the-digital-insurer.com/blog/insurtech-insurance-distribution/, Erişim Tarihi: 15.06.2020.
  • Iglesias, V., & Vázquez, R. (2001). The moderating effects of exclusive dealing agreements on distributor satisfaction. Journal of Strategic Marketing, 9, 215-231.
  • Jackson, T., & Deckers, E. (2013). The owned media doctrine. London: Archway Publishing.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10 (1), 1-9.
  • Jafarzadeh, H., Aurum, A., D’Ambra, J., & Ghapanchi, A. (2015). A Systematic Review on Search Engine Advertising. Pacific Asia Journal of the Association for Information Systems, 7 (3), 1–32.
  • Jap, S. D. (2000). The strategic role of the salesforce in developing customer satisfaction across the relationship lifecycle. Journal of Personal Selling & Sales Management,11 (2), 95-108.
  • Jones, K. S. (2018). Business-to-business internet marketing: seven proven strategies for increasing profits through internet direct marketing. Michigan: Maximum Press. Keller, K. L., & Lehmann, D. R., (2003). How does brand create value? Marketing Management, 25 (6), 26-31.
  • KPMG. (2019). Sigortacılık: Sektörel Bakış. İnternet Adresi: https://assets.kpmg/content/dam/kpmg /tr/pdf/2019/05/sektorel-bakis-2019-sigortacilik.pdf, Erişim Tarihi: 05.05.2020
  • Li, S., & Holeckova, K. (2005). Evaluation of UK car insurance brokers’ web sites: some preliminary findings. Marketing Intelligence & Planning, 23 (1), 77-88.
  • Maas, P. (2010). How insurance broker create value: a functional approach. Risk Management and Insurance Review, 13 (1), 1-20.
  • Matti, L., (2008). Mobile marketing communications in consumer markets. İnternet Adresi: http://jultika.oulu.fi/files/isbn9789514288159.pdf, Erişim Tarihi: 13.05.2020.
  • Michaelidou, N., Siamagka, N.T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40 (7), 1153-1159.
  • Mills, J. F., & Camek, V. (2004), The risks, threats and opportunities of disintermediation: A distributor’s view. International Journal of Physical Distribution & Logistics Management, 34 (9), 714-727.
  • Motameni, R., & Shahrokhi, M. (1998). Brand equity valuation: a global perspective. Journal of Product & Brand Management, 7 (4), 275-290.
  • Nyangau, J., & Bado, N. (2012). Social Media and Marketing of Higher Education. Journal of The Research Center for Educational Technology, 8 (1), 38-51.
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THE EFFECT OF BRAND EQUITY IN DIGITAL MARKETING ON INTERMEDIARY SATISFACTION IN THE INSURANCE INDUSTRY

Yıl 2020, Cilt: 2 Sayı: 1, 29 - 47, 30.06.2020

Samet Aydın Tahir Kirazlı

Öz

Although financial institutions are in a leading position in digital transformation, especially thanks to banks, it is observed that the same situation does not apply to insurance companies. The insurance industry still relies heavily on intermediaries and their effectiveness. Therefore, there are different concerns about how digital marketing applications implemented in the industry will have an impact on the satisfaction of intermediaries. Considering the customer portfolios that the intermediaries have strong relationships with, intermediary satisfaction becomes one of the basic criteria for success in the sector. On the other hand, digital marketing practices in the sector are mostly related to personal accident, vehicle, health, life, etc. for individual customers. It is observed that the same trend has not yet matured in the products for corporate customers. Hence, it is a matter of curiosity how digital marketing will contribute to the brand equity of the companies, especially how it will affect the relations with intermediaries. From this point of view, the subject of this study is to determine the effect of brand equity -formed by the contribution of digital marketing applications- on intermediary satisfaction in the transportation insurance industry. Within the scope of the research, the data obtained from 243 insurance intermediaries were analyzed, and the relationships between the insurance companies’ brand equity, commission rates offered to intermediaries and intermediary satisfaction variables were examined. As a result of the research, it has been revealed that brand equity in digital marketing has a positive effect on intermediary satisfaction in the transportation insurance industry. Another important result is that this determined effect of brand equity does not differ according to the intermediary commission rates applied by insurance companies.

Anahtar Kelimeler

Brand Equity Digital Marketing Intermediary Satisfaction Transportation Insurance Industry

Kaynakça

  • Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
  • Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38 (Spring), 102-120.
  • Aaker, D. A. (2009). Güçlü markalar yaratmak (Çev: Erdem Demir). İstanbul: MediaCat.
  • Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41.
  • Andonova, V. (2003). Online Disintermediation: Differences in the Behavior of Traditional Retailers in Adopting E‐Commerce. Management Research, 1 (3), 279-290.
  • Anisimova, T., & Mavondo, F. (2014). Aligning Company and Dealer Perspectives in Corporate Branding: Implications for Dealer Satisfaction and Commitment. Journal of Business-to-Business Marketing, 21 (1), 35-56.
  • Ash, T., Ginty, M., & Rich P. (2012). Landing page optimization: the definitive guide to testing and tuning for conversions. Canada: Sybex.
  • Bandyopadhyay, S., & Robicheaux, R. A. (1997) Dealer Satisfaction Through Relationship Marketing Across Cultures. Journal of Marketing Channels, 6 (2), 35-55.
  • Banerjee, S., & Dholakia, R. R. (2008). Mobile Advertising: Does Location Based Advertising Work? International Journal of Mobile Marketing, 3 (2), 68-74.
  • Barrese, J., Doerpinghaus, H., Nelson, J. (1995). Do independent agent insurers provide superiorservice? The insurance marketing puzzle. Journal of Risk Insurance, 62 (2), 297-308.
  • Beloucif, A., Donaldson, B., & Kazanci, U. (2004). Insurance broker–client relationships: An assessment of quality and duration. Journal of Financial Services Marketing, 8 (4), 327-342.
  • Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing Meets Web 2. Social Media, and Creative Consumers: Implications for International Marketing Strategy. Business Horizons, 55 (3), 261-271.
  • Boon-Long, S., & Wongsurawat, W. (2015). Social Media Marketing Evaluation Using Social Network Comments As An Indicator for Identifying Consumer Purchasing Decision Effectiveness. Journal of Direct Data and Digital Marketing Practice, 17 (2), 130-149.
  • Booth, D., & Koberg, C. (2012). Display Advertising an hour a day. New Delhi: Times Group Books.
  • Brewer, A., & Zhao, J. (2010). The impact of a pathway college on reputation and brand awareness for its affiliated university in Sydney. International Journal of Educational Management, 24 (1), 34-47.
  • Brophy, R. (2013). Adding value to insurance products: the AXA Irish experience. Journal of Product & Brand Management, 22 (4), 293-299.
  • Brophy, R. (2015). A collection of insurance brands: The story of RSA in Ireland. Cogent Business & Management, 2(1).
  • Budac, C. (2016). Theoretical Approaches on Successful Email Marketing Campaigns. Ovidius University Annals: Economic Sciences Series, 16 (2), 306-311.
  • Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of Academy of Marketing Science, 31 (2). 109-126.
  • Chang, H.-C. (2006). Integrating the role of sales agent into the branding model in the insurance industry. The Journal of American Academy of Business, 8 (2), 278-285.
  • Chang, H. H., Lee, C.-H., & Lai, C.-Y. (2012). E-Service quality and relationship quality on dealer satisfaction: Channel power as a moderator. Total Quality Management & Business Excellence, 23 (7-8), 855-873.
  • Chattha, S. (2019). Customers Satisfaction and Insurance Intermediaries: An Ordered Probit Analysis. International Journal of Banking, Risk and Insurance, 7 (1), 56-70.
  • Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern Methods for Business Research (pp. 295–336). New Jersey: Lawrence Erlbaum.
  • Clarkes, T. B., Murphy, J., Westchc, L. R., & Boec, H. (2018). Teaching Search Engine Marketing Through the Google Ad Grants Program. Marketing Education Review, 28 (2), 136-147.
  • Çakır, F., Aybar, N., & Akel, G. (2017). e-WOM’un Tüketicilerin Tatil Satın Alma Niyetine Etkisi. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4 (4), 110-127.
  • Dominique-Ferreira, S. (2018). The Key Role Played By Intermediaries in The Retail Insurance Distribution. International Journal of Retail & Distribution Management, 46 (11/12), 1170-1192.
  • Doney, P. M., & Cannon, J. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61 (2), 35-51.
  • Eckardt, M., & Rathke-Doppner, S. (2010). The quality of insurance intermediary services–empirical evidence for Germany. The Journal of Risk and Insurance, 77 (3), 667-701.
  • Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15 (2), 98-105.
  • Flaherty, T. B., Jansen, B., Hofacker, C., Murphy, J. (2009). Insights on the Google online marketing challenge and its successful classroom implementation. Journal of Online Learning and Teaching, 5 (2), pp. 446-457.
  • Gassenheimer, J. (1994). The impact of dependence on dealer satisfaction: A comparison of reseller-supplier relationships. Journal of Retailing, 70 (3), 253-266.
  • Gassenheimer, J. B., Calantone, R. J., & Scully, J. I. (1995). Supplier involvement and dealer satisfaction: implications for enhancing channel relationships. Journal of Business & Industrial Marketing, 10 (2), 7-19.
  • Gidhagen, M., & Persson, S. G. (2011). Determinants of digitally instigated insurance relationships. International Journal of Bank Marketing, 29 (7), 517-534.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M. and Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling. Thousand Oaks: Sage.
  • Hair, J. F., Ringle, C. M. and Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. The Journal of Marketing Theory and Practice, 19(2), 139–152.
  • Hart, C. W., Heskett, J. L., & Sasser, W. E. (1990). The Profitable Art of Service Recovery. Harvard Business Review, 68 (4), 148-156.
  • Heikki, K., & Matti, L. (2005). Factors Influencing Consumers’ Willingness to Accept Mobile Advertising: A Conceptual Model. Int. J Mobile Communications, 3 (3), 198.
  • Huckstep, R. (2016). Insurance distribution is about to get personal. İnternet Adresi: www.the-digital-insurer.com/blog/insurtech-insurance-distribution/, Erişim Tarihi: 15.06.2020.
  • Iglesias, V., & Vázquez, R. (2001). The moderating effects of exclusive dealing agreements on distributor satisfaction. Journal of Strategic Marketing, 9, 215-231.
  • Jackson, T., & Deckers, E. (2013). The owned media doctrine. London: Archway Publishing.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10 (1), 1-9.
  • Jafarzadeh, H., Aurum, A., D’Ambra, J., & Ghapanchi, A. (2015). A Systematic Review on Search Engine Advertising. Pacific Asia Journal of the Association for Information Systems, 7 (3), 1–32.
  • Jap, S. D. (2000). The strategic role of the salesforce in developing customer satisfaction across the relationship lifecycle. Journal of Personal Selling & Sales Management,11 (2), 95-108.
  • Jones, K. S. (2018). Business-to-business internet marketing: seven proven strategies for increasing profits through internet direct marketing. Michigan: Maximum Press. Keller, K. L., & Lehmann, D. R., (2003). How does brand create value? Marketing Management, 25 (6), 26-31.
  • KPMG. (2019). Sigortacılık: Sektörel Bakış. İnternet Adresi: https://assets.kpmg/content/dam/kpmg /tr/pdf/2019/05/sektorel-bakis-2019-sigortacilik.pdf, Erişim Tarihi: 05.05.2020
  • Li, S., & Holeckova, K. (2005). Evaluation of UK car insurance brokers’ web sites: some preliminary findings. Marketing Intelligence & Planning, 23 (1), 77-88.
  • Maas, P. (2010). How insurance broker create value: a functional approach. Risk Management and Insurance Review, 13 (1), 1-20.
  • Matti, L., (2008). Mobile marketing communications in consumer markets. İnternet Adresi: http://jultika.oulu.fi/files/isbn9789514288159.pdf, Erişim Tarihi: 13.05.2020.
  • Michaelidou, N., Siamagka, N.T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40 (7), 1153-1159.
  • Mills, J. F., & Camek, V. (2004), The risks, threats and opportunities of disintermediation: A distributor’s view. International Journal of Physical Distribution & Logistics Management, 34 (9), 714-727.
  • Motameni, R., & Shahrokhi, M. (1998). Brand equity valuation: a global perspective. Journal of Product & Brand Management, 7 (4), 275-290.
  • Nyangau, J., & Bado, N. (2012). Social Media and Marketing of Higher Education. Journal of The Research Center for Educational Technology, 8 (1), 38-51.
  • Odabaşı, Y. ve Barış, G. (2003). Tüketici Davranışı, 3b. İstanbul: Mediacat Yayınları.
  • O’Loughlin, D., & Szmigin, I. (2005). Customer perspectives on the role and importance of branding in Irish retail financial services. International Journal of Bank Marketing, 21 (1), 8-27.
  • Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement-empirical evidence. Journal of Product & Brand Management, 14 (3), 143-154.
  • Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31 (2), 271-288.
  • Paswan, A. (2018). Social Media Marketing Strategies. Journal for Contemporary Research in Management, 5 (1), 8-11.
  • Patterson, P. G. & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing, 79 (2), 107-120.
  • Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social Media Metrics – A Framework And Guidelines For Managing Social Media. Journal of Interactive Marketing, 27 (4), 281-298.
  • Prévot, A. (2009). The effects of guerrilla marketing on brand equity. The Consortium Journal of Hospitality and Tourism, 13 (2), 33-40.
  • Raggio, R. D., & Leone, R. P. (2007). The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. Brand Management, 14 (5), 380-395.
  • Reed, J. (2012). Get up to speed with online marketing: how to use websites, blogs, social networking and much more. United Kingdom: Pearson Education.
  • Reimers, V., Chao, C-W., Gorman, S. (2016). Permission email marketing and its influence on online shopping. Asia Pacific Journal of Marketing and Logistics, 28 (2), 308-322.
  • Robson, J., & Sekhon, Y. (2011). Addressing the research needs of the insurance sector. International Journal of Bank Marketing, 29 (7), 512-516.
  • Roy, S. (2012). Brand loyalty in insurance companies. Journal of Economic Development, Management, IT, Finance and Marketing, 4 (1), 12-26.
  • Sanyal, S. N., & Datta, S. K. (2011). The effect of perceived quality on brand equity: an empirical study on generic drugs. Asia Pacific Journal of Marketing & Logistics, 23 (5), 604-625.
  • Scharl, A., Dickinger, A., & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4 (2), 159–173.
  • Shankar, V., & Balasubramanian, S. (2009). Mobile Marketing: A Synthesis and Prognosis. Journal of Interactive Marketing, 23 (2), 118–129.
  • Siddiqui, M. H., & Sharma, T. G. (2010). Measuring the customer perceived service quality for life insurance services: an empirical investigation. International Business Research, 3 (3), 171-186.
  • Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12 (1), 28-53.
  • Soeini, R., & Rodpysh, K. (2012). Applying data mining to insurance customer churn management. International Proceedings of Computer Science & Information Tech, 30, 82-92.
  • Süar, A. (2017). The Advantages of Social Media Marketing Against Traditional Media Channels. Academic Journal of Information Technology, 8 (28), 1-19.
  • Teixeira, S., Branco, F., Martins, J., Au-Yong-Oliveira, M., Moreira, F., Gonçalves, R., & Pérez-Cota, M. (2018). Main Factors in the Adoption of Digital Marketing in Startups: A Online Focus Group Analysis. In Proceedings of the 13th Information Systems and Technologies. 1-5.
  • Twing-Kwong, S., Albaum, L. G., & Fullgrabe, L. (2013). Trust in customer-salesperson relationship in China’s retail sector. International Journal of Retail & Distribution Management, 41 (3), 226-248.
  • Wymbs, C. (2011). Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33, 93-106.
  • Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
  • Yu, T.W. (2017). Can non-life insurers improve policyholder relationships in online services? Total Quality Management & Business Excellence, 28 (7-8), 825-839.
  • Yu, W.T., & Tseng, L.-M. (2016). The role of salespeople in developing life insurance customer loyalty. International Journal of Retail & Distribution Management, 44 (1), 22-37.
Toplam 78 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Samet Aydın 0000-0003-2275-4682

Tahir Kirazlı Bu kişi benim 0000-0002-9090-0103

Yayımlanma Tarihi 30 Haziran 2020
Gönderilme Tarihi 15 Mayıs 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 2 Sayı: 1

Kaynak Göster

APA Aydın, S., & Kirazlı, T. (2020). DİJİTAL PAZARLAMADA MARKA DENKLİĞİNİN SİGORTA SEKTÖRÜNDE ARACI MEMNUNİYETİ ÜZERİNE ETKİSİ. Kayseri Üniversitesi Sosyal Bilimler Dergisi, 2(1), 29-47.
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