Self-sufficiency,risk perceptions and loyalty: Investigation of the relationship in relation to insurance policy holders

Self-sufficiency is defined as "the belief in the capacity of individuals to organize and perform successfully the activities necessary to demonstrate a certain performance". Risk perception is defined as a subjective judgment of people about their traits and their violence. Brand loyalty is a concept that refers to the purchase of a brand continuously and regularly. The purpose of this study is to measure the self-sufficiency, risk perceptions and commitment of the individuals with the intended insurance policy to the brand. This thesis consists of four parts. In the first chapter, the concept of general self-sufficiency is mentioned and the definitions of self-sufficiency of insurance-holders are mentioned. In the second part, risk perceptions of individuals with insurance policies are emphasized. In the third chapter, the relationship between self-sufficiency and brand perception of risk perception levels is explained. The fourth division is supported by an application. Surveillance method was applied to the scope of the application and 395 people including participants with insurance policy in Bursa province were collected with the help of the prepared questionnaire. Sampling is easily used in the creation of the sample by nonrandom sampling methods. Analysis of the profiles of the research participants was performed using the SPSS 23 statistical package program. As a result of analysis, individuals with high levels of general self-sufficiency appear to have low risk levels, and this perceived low risk level increases the commitment to the brand. When the literature is evaluated, no studies have been found on the issue of insurance self-sufficiency, perceived risk and brand loyalty in the process of purchasing insurance services. In general, it is common to find out about general self-sufficiency and the purchase and re-purchase of insurance services. The result is that the most powerful influence on loyalty from the models established in the last chapter is the general self-sufficiency. At the end of the study, the contributions of the findings to the theory and practice were discussed. Finally, the area of interest is presented with suggestions for future work.