Publication: Dünyada ve Türkiye'de bankaların sigortacılık uygulamaları
Abstract
Sigorta sektörü, müşterilerine sundukları ürün ve hizmetler ele alındığında, ileriyedönük bir hizmet olması ve önce satışının gerçekleştirilip daha sonra üretiminin yapılmasıbakımından diğer üretim ve hizmet sektörlerinden farklı bir noktada konumlanmaktadır. Aynızamanda teknik ve mevzuatla çevrelenmiş yapısı gereği sigorta talebinde bulunacak bireykurum veya kuruluşların, sigorta ürünlerini anlamakta, kendi ihtiyaçlarını doğru belirlemekteve ihtiyaçlarına uygun ürünleri seçmekte yetersiz kaldığı ve bu sebeple çoğu zaman potansiyelmüşterilerin sigorta sektörüne olan bakışlarının negatif yönde etkilediği anlaşılmaktadır. Bunedenle de bankaların aracılığıyla sigorta hizmetlerinin pazarlanması birçok ülkede finansaltüketicilere daha güvenli gelmektedir. Diğer yandan sigorta şirketleri de potansiyelmüşterilerine ulaşmak için yeni ve hızlı, bir kanal bulurken acentelerin ve doğrudan pazarlamakanallarına ek bir satış kanalına kavuşmaktadırlar. Ayrıca bankalar da yeni bir kazanç olanağıbulmakta ve müşterilerine yeni bir hizmet sunmuş olmaktadırlar. “Bankasürans(bancassurance)” faaliyetleri bu nedenle finansal piyasalar ve ülkemiz için görece yeni bir işve inceleme alanı olarak karşımıza çıkmaktadır.
When the products and services offered to the customers are considered, the insurancesector is at a different point from other production and service sectors in terms of being aprospective service and as first sale and then the production is realized. At the same time, dueto its technical and legislative structure, it can be understood that the individuals, institutionsor organizations that require insurance are inadequate in understanding insurance products,determining their own needs co and choosing the products suitable for their needs correctly ,and therefore, the views of potential customers to the insurance sector are mostly negative. Forthis reason, the marketing of insurance services through banks is found to be more secure byfinancial consumers in many countries. On the other hand, insurance companies also thus havean additional sales channel for agencies and direct marketing channels as well as they have anew and fast channel to reach potential customers. In addition, the banks find a new opportunityto gain and they offer a new service to their customers. Therefore, Bancassurance activitiesare anticipated as a relatively new area of business and research for financial markets and ourcountry
When the products and services offered to the customers are considered, the insurancesector is at a different point from other production and service sectors in terms of being aprospective service and as first sale and then the production is realized. At the same time, dueto its technical and legislative structure, it can be understood that the individuals, institutionsor organizations that require insurance are inadequate in understanding insurance products,determining their own needs co and choosing the products suitable for their needs correctly ,and therefore, the views of potential customers to the insurance sector are mostly negative. Forthis reason, the marketing of insurance services through banks is found to be more secure byfinancial consumers in many countries. On the other hand, insurance companies also thus havean additional sales channel for agencies and direct marketing channels as well as they have anew and fast channel to reach potential customers. In addition, the banks find a new opportunityto gain and they offer a new service to their customers. Therefore, Bancassurance activitiesare anticipated as a relatively new area of business and research for financial markets and ourcountry