Personal sale at insurance company Allianz Zagreb d.d.

U radu se obrađuje uloga osobne prodaje na primjeru Allianz Zagreb d.d. osiguranja. Navedena tema je vrlo značajna zbog prirode usluge osiguranja koja je kompleksna i zahtijeva personalizirani i individualno usmjeren pristup klijentu. Priroda pristupa osobnoj prodaji u osiguranju se bitno promijenila u uvjetima intenzivne konkurencije. Sve je veći naglasak na slušanju i uvažavanju potreba kupaca i suradničkom pristupu u donošenju obostrano korisnih rješenja. Agresivan pristup osobnoj prodaji utemeljen isključivo na prezentaciji i persuaziji sve se više napušta. Allianz Zagreb d.d. je osiguravajuća kuća koja razvija potrošačko-centričnu orijentaciju u poslovanju i stoga je stekla značajnu i održivu konkurentsku prednost na tržištu RH. Rezultati primarnog istraživanja potvrđuju teorijske teze o osobnoj prodaji kao najznačajnijem kanalu u industriji osiguranja. Rezultati također ukazuju na važnost izgradnje brenda, ali i na činjenicu da je hrvatsko tržište cjenovno osjetljivo prilikom donošenja odluke o kupnji osiguranja.The thesis examines the role of personal sales on the example of Allianz Zagreb joint stock company. This topic is very important because of the nature of the insurance service that is complex and requires a personalized and individually-oriented approach to the client. The nature of personal sales in insurance has changed significantly in the conditions of intense competition. There is an increasing emphasis on listening and respecting customer needs and collaborative approach in making mutually beneficial solutions. Aggressive access to personal sales based solely on presentation and persuasion is increasingly being abandoned. Allianz Zagreb joint stock company is an insurance company that develops consumer-centric business orientation and it has therefore gained significant and sustainable competitive advantage in the Croatian market. The results of primary research confirm the theoretical theses about personal sales as the most important channel in the insurance industry. The results also point to the importance of building the brand strength, but also to the fact that the Croatian market is price sensitive when making a decision to buy an insurance