Upotreba alata e-trgovine u komunikaciji s kupcima u osiguravajućim društvima

master's thesis

• Title (english): The use of e-commerce tools in communication with customers in insurance companies
• Author: Dominik Mališ
• Mentor: Blaženka Knežević (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Maja Mihelja Žaja (član povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-04-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Važnost prepoznavanja i ispravnog korištenja alata e-trgovine dokazuje se iz dana u dan. Sve grane gospodarstva osjetljive su na odnose s kupcima, a sektor osiguranja posebice. Tržište osiguranja u Republici Hrvatskoj postalo je visoko konkurentno, te kao takvo iziskuje dodatne napore osiguravajućih društava u smislu marketinga, diversifikacije i posebice u komunikaciji s kupcima. Ispravnim korištenjem alata e-trgovine na tržištu se osiguranja mogu postići značajne konkurentske prednosti. Alati e-trgovine korišteni u osiguravajućim društvima na tržištu Republike Hrvatske primarno su razvijani na uzor uspješnih zapadnih modela, te su se kao takvi pokazali iznimno uspješni. Premostili su komunikacijski jaz između kupca i osiguravajućeg društva, smanjili troškove rada i povećali efektivnost. Za potrebu ovog diplomskog rada provedeno je empirijsko istraživanje putem anketnog upitnika. Upravo se putem tog istraživanja došlo do smislenih podataka pomoću kojih je moguće dočarati značaj e-trgovine i njenih alata u komunikaciji s kupcima kod osiguravajućih društva. U ovome trenutku kao najbolja opcija pokazala se kombinacija tradicionalnog načina i e-trgovine prilikom ugovaranja osiguranja.

Abstract (english)

The importance of recognizing and correctly using e-commerce tools is proven day by day. All branches of the economy are sensitive to customer relations, and the insurance sector in particular. The insurance market in the Republic of Croatia has become highly competitive, and as such requires additional efforts from insurance companies in terms of marketing, diversification and especially in communication with customers. With the correct use of e-commerce tools in the insurance market, significant competitive advantages can be achieved. The e-commerce tools used by insurance companies on the market of the Republic of Croatia were primarily developed on the model of successful Western models, and as such have proven to be extremely successful. They bridged the communication gap between the customer and the insurance company, reduced operating costs and increased effectiveness. For the purpose of this diploma thesis, empirical research was conducted through a survey questionnaire. It was through this research that meaningful data was obtained, with the help of which it is possible to convey the importance of e-commerce and its tools in communication with customers at insurance companies. At this moment, the combination of the traditional way and e-commerce when contracting insurance proved to be the best option.

• Keywords: e-trgovina; alati e-trgovine; komunikacija; kupci; osiguravajuća društva
• Keywords (english): e-commerce; e-commerce tools; communication; customers; insurance companies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:517547
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-04-16 15:42:12