Türkiye'de yaşam sigortası uygulaması: Tarihi ve tüketici anlayışı

ABSTRACT LIFE INSURANCE PRACTICE IN TURKEY: HISTORY and CONSUMER PERCEPTIONS BY YEŞİM IŞIKLAR SUPERVISOR: YRD. DOÇ. MEHMET PAŞA JUNE 1994 This study focuses on the Life Insurance practice in Turkey, its development through the years and the consumer perceptions. The nature of the currently operating companies in the sector and their marketing activities are all discussed in the study. Interviews and a survey are conducted to a predetermined sample in order to understand the users versus non-users attitudes. The results show that the consumers awareness and knowledge about the product is very poor and the sector has important problems. The factors that cause problems in the sector are analysed and some recommendations are given to improve the service quality and success of Life Insurance branch in Turkey. Key Words: Life Insurance, Public Awareness and Knowledge, Service Quality.