Fidelizarea clienților - o nouă abordare în elaborarea strategiilor comunicaționale moderne de pe piața asigurarilor generale din România
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Date
2012
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
IEFS
Abstract
Romanian insurance industry has a significant potential insurable in this area, leading to the presence of major international names in insurance and Allianz, VIG (Vienna Insurance Group), Uniqa, AIG, ING, etc. Even the macroeconomic crisis had an unfavorable influence of the insurance market in the last three years, for 2012 the specialists forecast a slide increase of the Romanian insurance industry. On the other hand, the EU integration requires the assumption and compliance the principles and rules of transparency, competitiveness, freedom of action, etc., which can be found, also, in the insurance field. In this context, for the companies which acting on the Romanian insurance market, development of the communication strategies focused on customer loyalty becomes a necessary objective.
Description
Text: lb. rom. Abstrac: lb. engl. Referinţe bibliografice : p. 462 (4 titl.).
Keywords
insurance, CRM, customer loyalty, communication strategy, Romania, asigurare, loialitatea clientilor, strategie de comunicare, piata asigurarilor generale
Citation
ANI, Anca. Fidelizarea clienților - o nouă abordare în elaborarea strategiilor comunicaționale moderne de pe piața asigurarilor generale din România. In: Economic growth in conditions of globalization = Creşterea economică în condiţiile globalizării : international scientific and practical conference, VII-th edition, october 18-19, 2012, Chisinau. Chisinau: IEFS, 2012, vol. II, pp. 457-462. ISBN 978-9975-4381-1-7.