The Quality of Insurance Services Package in the Opinion of Direct Purchase Insurance Customers

Abstract

The market of financial services, including insurance services is a subject of dynamic transformations. The core essence of insurance and their economic and social importance, has remained unchanged for a very long time. However, the circumstances of functioning of the insurance companies are constantly changing. Since the beginning of political changes in Poland, that is, since 1990, many new insurance companies have emerged on the national market. Their growing num-ber contributed to increased competition, and thus, to modification of marketing strategies em-ployed by them. These changes relate in particular to two areas. The first area is the pricing policy, while the second concerns the forms of distribution of insurance services. The intense competition for customers associated with the market penetration forces companies to reduce prices. This in turn requires searching for ways to reduce operating costs of the enterprises. One of them is the cost associated with maintaining permanent business facilities and their staff. Therefore, for sever-al years on, most companies has aimed to curb these costs. The distribution of insurance products through electronic channels is now a rapidly expanding phenomenon in Poland. Modern communication tools are not only a convenient and accessible source of information about insurance products, but they also provide the ability to compare different offers. On the other hand, they are increasingly becoming an effective tool used to sell insurance policies. This article presents the results of studies assessing the selected quality aspects of insurance companies in the opinion of customers using the Direct Purchase Insurance services.