The relationship of corporate reputation and consumer trust in insurance companies: The case of Ordu

In the insurance sector, the relationship between agents and consumers depends even more on trust compared to other sectors. One of the most effective factors in the formation of the concept of trust is the reputation that the instituons that perform the service leave to consumers. In this study, we tried to determine how the impact of corporate reputation in insurance companies on consumer cofidence is interpreted. In this study, a model is created by focusing on the relationship between corporate reputation consumer confidence and the variables that make up its sub- branches. These sub- brunches are accuracy, helpfulnes and competence variables. The research was conducted on the insured people of insurance agencies in Ordu province who make up the consumer group. The survey from consisting of three parts was used as a data collection tool in the research. In the first part of the survey, the personal information form in the second part is the corporate reputation scale and in the third part is the costumer confidence scale. The data obtained by the survey form were analysed in the SPSS V27 statistical package program and the results obtained were presented. Surveys left to insurance agents in Ordu Province are completed with 400 people selected by random sampling method due to Covid-19 restrictions. Based on the model of the research, the impact of factors that determine the reputation of instituon on corporate reputation and the impact of corporate reputation on consumer confidence were analyzed using structural equation modeling. Actording to the results of the analysis, it was found that corporate reputation positively affects consumer confidence and its sub-variables, which are determinants of consumer confidence.