Marketing of insurance services – case study

Abstract

The article explores factors influencing consumer choice as far as the diversified insurance service offer is concerned. An offer of insurance company InterRisk S.A. is analyzed as a case study. The research aim is whether the adequate marketing tools imposed by the insurance company may increment demand for its offer. It is taken into account that insurance service marketing has different features than that of industrial products. Therefore it is important to undertake research in that respect. The market of insurance services in Poland is a developing one, the subject of continuous change: increases the number of insurance companies; new services emerge and communication networks which build competitive advantages – which is the feedback from growing client expectations as well as awareness and changing client (consumers) choices & patterns.