Análisis de la gestión de comercialización de seguros. Estudio de caso : agencia patrimonial.

Abstract

The study was carried out in order to analyze insurance marketing management in the city of Guayaquil, specially identifying the factors that affects loyalty towards brokers and the way in what it attracts new clients. This in order to outline strategic guidelines for the Patrimonial insurer, throught a comparative Comparison of the general results. The research method applied was deductive, with a mixed approach and taking a sample of 385 policy users of any type of private insurance in the city of Guayaquil. The results found through the surveys carried out allowed us to measure the general perception of the clients of these insurance companies, which was positive but could be greatly improved in all the dimensions evaluated. It is concluded that by contrasting with the vision of the Patrimonial insurer, obtained from interviews with the company's agents, it can be stated that it is aligned with the clients expectations in their various areas of greatest interest found in the research. A more in depth analysis of the performance indicators and customer perception of only the same Patrimonial insurer is pending for a future study, to obtain the direct pain points that the company needs to work on.