THE PREFERENCES OF CLIENTS REGARDING INTERACTIVE AND UNIDIRECTIONAL COMMUNICATION ON THE ROMANIAN INSURANCE MARKET

Cristina Neagoe

Revista Economica, 2012, vol. Supplement, issue 3, 273-278

Abstract: In a direct relation with the role of the marketing activity in the insurance field appears the necessity of analysing intensively the issue of the typology, techniques and tools of the marketing communication. In order to meet the requirements of this research I have included as variables with a potential effect on the clients` satisfaction both the interactive communication (interactive communication tools) and the unidirectional communication (communication techniques and tools specific to the transactional marketing). The mix of the communication tools preferred by the respondents is very important, and this will outline the way in which a complete harmony between unidirectional and interactive communication can be ensured.

Date: 2012
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