Revue Organisation et Travail
Volume 15, Numéro 1, Pages 167-184
2026-06-10
The Adequacy Of The Marketing Mix In Enhancing The Position Of Insurance Companies In The Customer's Mind- A Case Study Of Insurance Companies: Ciar And Trust
Authors : Nabil Guebli . Oualid Bouharaoua . Zerrouki Hicham .
Abstract
This study aims to determine the adequacy of the service marketing mix, with its seven elements, in enhancing the position of insurance Companies in the customer's mind. We sought to present general concepts regarding the elements of the service marketing mix, insurance services, as well as brand image and its various aspects as a theoretical framework for the study. A field study was then conducted, covering the CIAR and TRUST Companies. To achieve this, we relied on a questionnaire, with the study sample consisting of 50 forms distributed equally among the customers of both companies. The collected data was analyzed using statistical package analysis software. The findings indicate that the elements of the marketing mix significantly influence the enhancement of the brand image of insurance Companies in the customer's mind. Moreover, insurance Companies are well aware of the importance of adopting a well-planned strategy to study consumer behavior and focus on their brand image and perception of insurance services.
Keywords
Marketing mix ; insurance service ; costomers mind ; Cognitive dimension ; Behavioral dimension
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