THE ROLE OF RELATIONSHIP MARKETING ON INSURANCE MARKET DURING THE CRISIS PERIODS

Cristinel Constantin
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Cristinel Constantin: Transilvania University of Brasov

Management and Marketing Journal, 2009, vol. VII, issue 1, 96-102

Abstract: This paper is about a research regarding the implications of present economic crisis on a market created to cover various risks that could affect both individuals and companies. The main objective of the research was to establish the coordinates of the insurance market at the EU countries level in order to find solutions that insurance companies could use for avoiding the negative impact of the crisis and to re-launch the local insurance market. The outcomes of our research have shown a low development of Romanian insurance market, this one being among the lowest developed market in the European Union. Taking into consideration the psychological impact of the crashes recorded by the biggest worldwide insurers, the best solution for local companies is to use the tools of relationship marketing that could develop the confidence of customers in insurance services.

Keywords: insurance market; relationship marketing; direct sales; multilevel marketing; economic crisis (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:vii:y:2009:i:1:p:96-102

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