Analysis of the determinants of corporate reputation in the insurance sector

The subject of this research is the concept of 'corporate reputation'. In the research, by emphasizing the importance of the concept of corporate reputation for businesses; this issue has been approached within the framework of the insurance sector, which is considered to be one of the most important values, mostly operating on the basis of reputation and trust, but is generally expressed as an insecure sector. The main purpose of the research was to reveal the importance of corporate reputation in the insurance sector and to determine which of the components that make up corporate reputation stand out in the eyes of consumers. For this purpose, the structured interview method, one of the qualitative research methods, was used. Within the scope of this method, answers were obtained from 18 participants, by easily easily accessible case sampling, in line with the predetermined reputation themes and the judgments formed accordingly. Within the framework of the themes and judgments created, objective evaluations were made within the scope of the descriptive analysis method for the answers received from the respondents under certain reputation themes, for the parts that were particularly emphasized by the respondents. The results show that the consumer's trust in the insurance company and the perception of reputation in the insurance sector, which is mostly considered to be based on trust and reputation, have been damaged by the negative experiences, and the consumer has lost his belief in both the company and the sector. When experiences are positive, reputation and trust are strengthened. Keywords: Corporate Reputation, Insurance, Descriptive Analysis, Structured Interview