Fidelizarea clienților - o nouă abordare în elaborarea strategiilor comunicaționale moderne de pe piața asigurarilor generale din România

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.