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Eurasian Academy Of Sciences Social Sciences JournalYl:2021 Say: 34 Alan: letme

Kaan ALTAY, ule DARICAN
ASMETRK BLG, RGTE GVEN, MTER MEMNUNYET VE MTER SADAKATNN DEMOGRAFK FAKTRLER AISINDAN DEERLENDRLMES: SGORTACILIK SEKTR RNE
 
Asimetrik bilgi, piyasalarda bilginin herkese eit olarak ulamamas sonunda ortaya kmaktadr. Asimetrik bilgiden dolay piyasalarn etkinlii azalmakta ve bazen ileyiinde birtakm aksaklklar grlmektedir. Bu sorun ortaya kt zaman etkileim iinde olan ekonomik aktrlerden daha ok bilgisi olan taraf, kar tarafa haksz bir stnlk salamakta ve bundan dolay ekonomik faaliyetler etkinliini yitirmektedir. Asimetrik bilginin olduu bir piyasada sigorta irketlerinin mterilerine sergiledii davran ve tutumlar sonucunda mterilerin gven, memnuniyet ve sadakat duygular olumsuz bir ekilde etkilenmektedir. Bu tutum ve davranlar sonucunda kacak olan ters seim ve ahlaki tehlike sorunlarnn nasl zme ulatrld ve mteriyi ne ekilde etkiledii nemlidir. Bu aratrmann amac, sigorta yaptrm kiilerin asimetrik bilgi ortamnda sigorta irketlerine kar rgt gveninin, mteri memnuniyetinin ve sadakatinin ne dzeyde olduunu belirlemektir. Bu almada, 417 rneklem ile analizler gerekletirilmitir. stanbulda hizmet veren 8 byk sigorta acentesinin izni alnarak, sigorta yapt mterilerine ulalmtr. rnekleme yntemi olarak, olaslksz rnekleme yntemlerinden Amal rnekleme uygulanmtr. Cinsiyet, eitim durumu, meslek, medeni durum, ya, gelir zellikleri asndan asimetrik bilgi, rgte gven, mteri memnuniyeti ve mteri sadakatinin baz boyutlar iin baz gruplarda anlaml farkllk gsterdii tespit edilmitir.

Anahtar Kelimeler: Asimetrik Bilgi, rgte Gven, Mteri Memnuniyeti ve Mteri Sadakati


EVALUATION OF ASYMMETRIC INFORMATION, ORGANIZATION TRUST, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN TERMS OF DEMOGRAPHICAL FACTORS: INSTANCE OF INSURANCE SECTOR
 
Asymmetric information shows up when the knowledge is not equally reached to everyone in market. Markets taper off and sometimes there is seen some trouble in the process because of the asymmetric information. When this problem rises the one who is in an economic interaction and who has more knowledge than the other will have an unfair superiority and because of that the economic services will lose its efficiency. If there is asymmetric information in markets, insurance companies attitudes and behaviours towards its customers will affect customers trust, satisfaction and loyalty feelings negatively. At the end of these attitudes and behaviours there will rise adverse selection problem and moral hazard problem. The important point here is how will be the problems solved and how will be the customer affected from it. The main aim of this survey is, to find out how the level of organization trust, customer satisfaction and loyalty of the customers who have made insurance in an asymmetric atmosphere are against insurance companies. In this study analysis is made with 417 samples. The permission is taken from 8 big insurance companies which are located in Istanbul and the study is implemented to their customers who made insurances. As a sampling method, from improbable sampling method purposeful sampling method is implemented. From the point of gender, educational background, profession, marital status, age, income features in some dimensions of asymmetric information, organization trust, customer satisfaction and customer loyalty is confirmed significant differences in some groups.

Keywords: Asymmetric Information, Organization Trust, Customer Satisfaction, Customer Loyalty


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