G31G34G35 Multikanalstrategier i försäkringsbranschenNFT 2/2002 G4DG61G72G6BG6EG61G64G73G66GF6G72G69G6EG67G20G61G76G20G74G6AGE4G6EG73G74G65G72G20G62GF6G72G6AG61G64G65G20G75G74G76G65G63G6BG6CG61G73 G74G69G6CG6CG20 G65G6EG20 G65G67G65G6EG20 G64G69G73G63G69G70G6CG69G6EG20 G70GE5G20 G31G39G37G30G2DG74G61G6CG65G74G2EG20 G55G74G6DGE4G72G2D G6BG61G6EG64G65G20G66GF6G72G20G74G6AGE4G6EG73G74G65G72G20GE4G72G20G61G74G74G20G64G65G20GE4G72G20G6CG6FG6BG61G6CG61G2CG20G69G6EG64G69G76G69G64G75G2D G65G6CG6CG61G2CG20G64G65G20G70G72G6FG64G75G63G65G72G61G73G20G6FG63G68G20G6BG6FG6EG73G75G6DG65G72G61G73G20G73G61G6DG74G69G64G69G67G74 G6FG63G68G20G64G65G20G6BG72GE4G76G65G72G20G69G6EG74G65G72G61G6BG74G69G76G20G6BG6FG6DG6DG75G6EG69G6BG61G74G69G6FG6EG20G6DG65G6CG2D G6CG61G6EG20 G64G65G6EG20 G74G6AGE4G6EG73G74G65G70G72G6FG64G75G63G65G72G61G6EG64G65G20 G70G65G72G73G6FG6EG61G6CG65G6EG20 G6FG63G68 G6BG75G6EG64G65G72G6EG61G2CG20 G66G61G63G65G2DG74G6FG2DG66G61G63G65G2EG20 G44G65G6EG6EG61G20 G74G79G70G20 G61G76G20 G74G6AGE4G6EG73G74 G6BG61G6EG20G6BG61G6CG6CG61G73G20G94G64G69G72G65G6BG74G20G6BG61G6EG61G6CG94G20G65G66G74G65G72G73G6FG6DG20G64G65G6EG20G66G75G6EG67G2D G65G72G61G72G20G75G74G61G6EG20G6DG65G6CG6CG61G6EG68GE4G6EG64G65G72G2EG20G45G6EG20G6BG61G6EG61G6CG20G6DG65G64G20G65G6EG20G65G6CG6CG65G72 G66G6CG65G72G61G20 G6DG65G6CG6CG61G6EG68GE4G6EG64G65G72G20 G6BG61G6CG6CG61G73G20 G69G20 G64G65G6EG6EG61G20 G61G72G74G69G6BG65G6CG20 G66GF6G72 G94G69G6EG64G69G72G65G6BG74G20 G6BG61G6EG61G6CG94G2EG20 G4DG65G6CG6CG61G6EG68GE4G6EG64G65G72G6EG61G20 G6BG61G6EG20 G76G61G72G61 G65G6EG73G6BG69G6CG64G61G20G70G65G72G73G6FG6EG65G72G2CG20G61G6EG64G72G61G20G66GF6G72G65G74G61G67G20G65G6CG6CG65G72G20G74G65G6BG6EG69G73G6B G61G70G70G61G72G61G74G75G72G2E G4FG6CG69G6BG61G20 G6DG61G72G6BG6EG61G64G73G66GF6G72G69G6EG67G73G6BG61G6EG61G6CG65G72G20 G65G72G62G6AG75G64G65G72 G76G61G72G69G65G72G61G6EG64G65G20 G73GE4G74G74G20 G61G74G74G20 G6EGE5G20 G66G72G61G6DG20 G74G69G6CG6CG20 G70G6FG74G65G6EG74G69G65G6CG6CG61 G6BG75G6EG64G65G72G20 G69G6EG6FG6DG20 G66GF6G72G73GE4G6BG72G69G6EG67G73G62G72G61G6EG73G63G68G65G6EG2EG20 G46GF6G72G73GE4G6BG2D G72G69G6EG67G73G62G6FG6CG61G67G65G6EG20 G68G61G72G20 G76G61G72G69G74G20 G62G6CG61G6EG64G20 G64G65G20 G66GF6G72G73G74G61G20 G69G6EG6FG6D G73G65G72G76G69G63G65G73G65G6BG74G6FG72G6EG20 G73G6FG6DG20 G75G74G6EG79G74G74G6AG61G74G20 G6DG65G6CG6CG61G6EG68GE4G6EG64G65G72 G76G69G64G20G66GF6G72G73GE4G6CG6AG6EG69G6EG67G20G6FG63G68G20G61G6EG64G72G61G20G61G6BG74G69G76G69G74G65G74G65G72G2EG20G50G72G69G76G61G74G61 G66GF6G72G73GE4G6BG72G69G6EG67G73G6FG6DG62G75G64G20G68G61G72G20G66G75G6EG67G65G72G61G74G20G73G6FG6DG20G64G65G6EG20G66G72GE4G6DG2D G73G74G61G20 G6BG61G6EG61G6CG65G6EG20 G6DG65G6CG6CG61G6EG20 G66GF6G72G73GE4G6BG72G69G6EG67G73G62G6FG6CG61G67G65G6EG20 G6FG63G68 G64G65G72G61G73G20 G6BG75G6EG64G65G72G20 G61G6CG6CG74G20 G73G65G64G61G6EG20 G64G65G20 G66GF6G72G73G74G61G20 G62G6FG6CG61G67G65G6E G62GF6G72G6AG61G64G65G20G76G65G72G6BG61G20G69G20G46G69G6EG6CG61G6EG64G2EG20G4FG6DG62G75G64G65G6EG20G76G61G72G20G74G69G6CG6CG20G65G6E G62GF6G72G6AG61G6EG20 G70G72G69G76G61G74G70G65G72G73G6FG6EG65G72G20 G73G6FG6DG20 G61G72G62G65G74G61G64G65G20 G66GF6G72G20 G65G74G74 G65G6EG73G6BG69G6CG74G20G62G6FG6CG61G67G2CG20G6DG65G6EG20G73G6FG6DG20G76G61G72G20G69G6EG74G65G20G61G6EG73G74GE4G6CG6CG64G61G20G61G76 G62G6FG6CG61G67G65G74G2EG20 G53G6DGE5G6EG69G6EG67G6FG6DG20 G62GF6G72G6AG61G64G65G20 G66GF6G72G73GE4G6BG72G69G6EG67G73G62G6FG2D G6CG61G67G65G6EG20 G75G70G70G72GE4G74G74G61G20 G6CG6FG6BG61G6CG6BG6FG6EG74G6FG72G20 G72G75G6EG74G6FG6DG20 G69G20 G6CG61G6EG64G65G74G2C G76G69G6CG6BG65G74G20G69G6EG6EG65G62G61G72G20G75G70G70G6BG6FG6DG73G74G65G6EG20G61G76G20G65G6EG20G61G6EG6EG61G6EG20G74G79G70G20G61G76 G6BG61G6EG61G6CG65G72G2EG20G44G65G6EG20G74G72G65G64G6AG65G20G74G72G61G64G69G74G69G6FG6EG65G6CG6CG61G20G74G79G70G65G6EG20G61G76G20G6BG61G2D G6EG61G6CG65G72G20G75G74G67GF6G72G73G20G61G76G20G66GF6G72G73GE4G6BG72G69G6EG67G73G62G6FG6CG61G67G65G6EG73G20G64G69G72G65G6BG74G61G6EG2D G73G74GE4G6CG6CG64G61G20 G72G65G70G72G65G73G65G6EG74G61G6EG74G65G72G20 G65G6CG6CG65G72G20 G6BG75G6EG64G74G6AGE4G6EG73G74G65G6DGE4G6EG2E G45G74G74G20G73G79G66G74G65G20G6DG65G64G20G64G65G6EG6EG61G20G61G72G74G69G6BG65G6CG20GE4G72G20G61G74G74G20G64G69G73G6BG75G74G65G72G61 G68G75G72G20 G66GF6G72G73GE4G6BG72G69G6EG67G73G62G6FG6CG61G67G65G6EG20 G6BG61G6EG20 G75G74G61G72G62G65G74G61G20 G66G75G6EG67G65G2D Multikanalstrategier i försäkringsbranschen av Raija Järvinen Ekon. dr Raija Järvinen är professor i försäk- ringsvetenskap vid Tammerfors universitet. Raija Järvinen raija.jarvinen@uta.fi En försäkring kan bäst karaktäriseras såsom en tjänst; den är abstrakt, vilket gör den svårare att marknadsföra än konkreta produkter. Majaro (1985) beskriver en försäkring såsom ”a piece of paper”, som endast innebär ett löfte om ersättning ifall en skada inträffar. Speciellt försäkringsspråket med alla dess främmande termer gör den abstrakta försäkringen svår att förstå för kunden. Försäkringsbrev, försäkringsvill- kor och ersättningar av skador är de enda instrument som konkretiserar en försäkring. Försäkring handlar mycket om juridik, men också om kundrelationer, förmedling av information, tillämpning av matematik och utförande av ett antal andra uppgifter. 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G66GF6G72G73GE4G6BG72G69G6EG67G61G72G2EG20G4FG6DG62G75G64G65G6EG20G6BG61G6EG20G6FG63G6BG73GE5G20G65G72G62G6AG75G64G61G20G65G74G74 G73G6FG72G74G69G6DG65G6EG74G20G61G76G20G74G6AGE4G6EG73G74G65G72G20G73G6FG6DG20G74G69G6CG6CG73G61G6DG6DG61G6EG73G20G62G69G6CG64G61G72 G65G74G74G20 G73G65G72G76G69G63G65G70G61G6BG65G74G20 G6FG63G68G20 G64GE4G72G20 G66GF6G72G73GE4G6BG72G69G6EG67G65G6EG20 G62G61G72G61 G75G74G67GF6G72G20G65G6EG20G64G65G6CG20G61G76G20G64G65G74G20G74G6FG74G61G6CG61G20G70G61G6BG65G74G65G74G2E G44G65G74G20GE4G72G20G69G6EG74G65G20G70G72G6FG62G6CG65G6DG66G72G69G74G74G20G61G74G74G20G67GE5G20G69G6EG20G66GF6G72G20G6DG75G6CG74G69G2D G6BG61G6EG61G6CG73G74G72G61G74G65G67G69G65G72G2EG20 G45G74G74G20 G66G6CG65G72G74G61G6CG20 G73G74G75G64G69G65G72G20 G28G4DG6FG72G69G61G72G74G79 Figur 1: Multikanalstruktur inom den finska försäkringsbranschen (Järvinen 1998) G61G72G62G65G74G61G72G20G64G6FG63G6BG20G6DG65G73G74G20G66GF6G72G20G73G74G6FG72G61G20G66GF6G72G65G74G61G67G20G6FG63G68G20G70G72G69G76G61G74G61 G6BG75G6EG64G65G72G20GE4G72G20G69G6EG74G65G20G76G61G6EG61G20G61G74G74G20G61G6EG6CG69G74G61G20G64G65G6DG2E G45G74G74G20 G61G6EG6EG61G74G20 G73GE4G74G74G20 G61G74G74G20 G62G65G73G6BG72G69G76G61G20 G6BG61G6EG61G6CG65G72G6EG61G20 GE4G72G20 G61G74G74 G73G74G75G64G65G72G61G20G65G74G74G20G61G6EG74G61G6CG20G63G65G6EG74G72G61G6CG61G20G6BG72G69G74G65G72G69G65G72G20G73GE5G73G6FG6DG20GE4G67G61G6EG2D G64G65G2CG20 G67G72G61G64G20 G61G76G20 G6CG69G6BG68G65G74G20 G6FG63G68G20 G67G72G61G64G20 G61G76G20 GF6G76G65G72G6CG61G70G70G6EG69G6EG67 G28G74G61G62G65G6CG6CG20G31G29G2E Tabell 1: Olika typer av kanaler (Järvinen 2001) Kanalkriterier Kanaltyper Ägande egna kanaler självständiga kanaler samägda kanaler Grad av likhet samma slags kanaler olika slags kanaler Grad av helt överlappande kanaler överlappning delvis överlappande kanaler varandra kompletterade kanaler G4BG61G6EG61G6CG65G72G6EG61G20G6BG61G6EG20G69G6EG64G65G6CG61G73G20G65G6EG6CG69G67G74G20GE4G67G61G6EG64G65G3A G31G2E G6BG61G6EG61G6CG65G72G20G73G6FG6DG20G66GF6G72G73GE4G6BG72G69G6EG67G73G62G6FG6CG61G67G65G6EG20G73G6AGE4G6CG76G61G20GE4G67G65G72G2C G32G2E G73G6AGE4G6CG76G73G74GE4G6EG64G69G67G61G2CG20G69G20G6AG75G72G69G64G69G73G6BG74G20G61G76G73G65G65G6EG64G65G20G6FG62G65G72G6FG65G6EG2D G64G65G20G6BG61G6EG61G6CG65G72G2C G33G2E G73G61G6DGE4G67G64G61G20G6BG61G6EG61G6CG65G72G2CG20G64G76G73G2EG20G6BG61G6EG61G6CG65G72G20G73G6FG6DG20GE4G67G73G20G67G65G2D G6DG65G6EG73G61G6DG74G20G61G76G20G66GF6G72G73GE4G6BG72G69G6EG67G73G62G6FG6CG61G67G2CG20G61G6EG64G72G61G20G74G6AGE4G6EG73G74G65G2D G66GF6G72G65G74G61G67G20 G65G6CG6CG65G72G20 G6DG65G6CG6CG61G6EG68GE4G6EG64G65G72G2E Försäljningsorg. Kunder Försäljningsorg Mellanhand Kunder Huvudkontor Filialkontor Kunder Huvudkontor Kunder Huvudkontor 1. Direkt- & telemarknadsföring 2. Egen organisation 4. Mellanhand (jobbar för försäkringsbolag) 3. Electronic Försäljningsorg Mäklare Kunder Huvudkontor Call center Automater, Internet Kunder Huvudkontor 5.Mellanhand (jobbar för kunder) G31G34G38 Multikanalstrategier i försäkringsbranschen G6FG63G68G20G4DG6FG72G61G6EG20G31G39G39G30G3BG20G47G61G73G73G65G6EG68G65G69G6DG65G72G20G6FG63G68G20G47G61G6CG61G6EG74G6FG2D G6EG65G20G31G39G39G34G3BG20G50G75G72G6FG68G69G74G20G6FG63G68G20G53G74G61G65G6CG69G6EG20G31G39G39G34G29G20G68G61G72G20G76G69G73G61G74 G61G74G74G20G74G6AGE4G6EG73G74G65G70G72G6FG64G75G63G65G6EG74G65G72G6EG61G73G20G70G72G6FG76G69G73G69G6FG6EG65G72G20G74G69G6CG6CG20G6DG65G6CG2D G6CG61G6EG68GE4G6EG64G65G72G6EG61G20 G68G61G72G20 G6CG65G74G74G20 G74G69G6CG6CG20 G6BG6FG6EG66G6CG69G6BG74G65G72G2EG20 GC5G20 G61G6EG64G72G61 G73G69G64G61G6EG20G68G61G72G20G70G72G6FG76G69G73G69G6FG6EG65G72G6EG61G20G6FG63G6BG73GE5G20G66G75G6EG67G65G72G61G74G20G69G20G6DG6FG74G2D 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G6DG65G72G66G6FG72G73G20G6FG63G68G20G64G65G73G73G20G6EGE4G72G6DG61G73G74G65G20G6FG6DG67G69G76G6EG69G6EG67G20G69G20G62GF6G72G2D G6AG61G6EG20G61G76G20GE5G72G20G32G30G30G30G2EG20G42G61G73G70G6FG70G75G6CG61G74G69G6FG6EG65G6EG20G75G74G67G6AG6FG72G64G65G73G20G61G76 G62G65G66G6FG6CG6BG6EG69G6EG67G65G6EG20 G69G20 G54G61G6DG6DG65G72G66G6FG72G73G20 G6FG63G68G20 G66G65G6DG20 G6EGE4G72G6CG69G67G2D G67G61G6EG64G65G20G6BG6FG6DG6DG75G6EG65G72G2CG20G50G69G72G6BG6BG61G6CG61G2CG20G4EG6FG6BG69G61G2CG20G59G6CGF6G6AGE4G72G76G69G2C G4CG65G6DG70GE4GE4G6CGE4G20G6FG63G68G20G4BG61G6EG61G67G61G73G61G6CG61G2EG20G41G76G20G64G65G6EG6EG61G20G70G6FG70G75G6CG61G2D G74G69G6FG6EG20G76G61G6CG64G65G73G20G73GE5G73G6FG6DG20G6DGE5G6CG67G72G75G70G70G20G64G65G20G70G65G72G73G6FG6EG65G72G20G6DG65G6CG2D G6CG61G6EG20G31G38G20G6FG63G68G20G37G35G20GE5G72G20G73G6FG6DG20G70G65G72G6DG61G6EG65G6EG74G20G76G61G72G20G62G6FG73G61G74G74G61G20G69 G64G65G20G6EGE4G6DG6EG64G61G20G6BG6FG6DG6DG75G6EG65G72G6EG61G2EG20G44G65G74G20G73G6CG75G74G6CG69G67G61G20G75G72G76G61G6CG65G74 G6FG6DG66G61G74G74G61G64G65G20G37G30G30G20G70G65G72G73G6FG6EG65G72G2CG20G6CG69G6BG61G20G6DGE5G6EG67G61G20G61G76G20G76G61G72G64G65G2D G72G61G20G6BGF6G6EG65G74G2E G46G72GE5G67G65G66G6FG72G6DG75G6CGE4G72G20G70G6FG73G74G61G64G65G73G20G69G20G62GF6G72G6AG61G6EG20G61G76G20G6AG61G6EG75G61G72G69 G32G30G30G30G20 G6FG63G68G20 G70GE5G6DG69G6EG6EG65G6CG73G65G62G72G65G76G20 G65G6EG20 G76G65G63G6BG61G20 G73G65G6EG61G72G65G2E G53G61G6DG6DG61G6EG6CG61G67G74G20G65G72G68GF6G6CG6CG73G20G33G36G32G20G73G76G61G72G2CG20G76G69G6CG6BG65G74G20G75G74G67GF6G72G20G35G32 G70G72G6FG63G65G6EG74G2EG20 G53G76G61G72G73G70G72G6FG63G65G6EG74G65G6EG20 G6BG61G6EG20 G61G6EG73G65G73G20 G76G61G72G61G20 G74G69G6CG6CG2D G66G72G65G64G73G73G74GE4G6CG6CG61G6EG64G65G2EG20 G46G72GE5G67G65G66G6FG72G6DG75G6CGE4G72G65G74G20 G74G65G73G74G61G64G65G73G20 G70GE5 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G64G61G20G75G74G20G62G6CG61G6EG6BG65G74G74G65G72G2CG20G6DG61G74G61G20G69G6EG20G64G61G74G61G20G73G61G6DG74G20G70G72G6FG64G75G63G65G72G61 G65G6EG2DG20 G6FG63G68G20 G6DGE5G6EG67G64G69G6DG65G6EG73G69G6FG6EG65G6CG6CG61G20 G66GF6G72G64G65G6CG6EG69G6EG67G61G72G20 G61G76 G64G61G74G61G2E G41G76G20 G64G65G20 G73G6FG6DG20 G73G76G61G72G61G64G65G20 G76G61G72G20 G35G36G20G25G20 G6BG76G69G6EG6EG6FG72G20G6FG63G68 G34G34 G25G20G6DGE4G6EG2EG20G34G35G20G25G20G75G70G70G67G61G76G20G61G74G74G20G64G65G20G68G61G64G65G20G6DGF6G6AG6CG69G67G68G65G74 G61G74G74G20G61G6EG76GE4G6EG64G61G20G49G6EG74G65G72G6EG65G74G2EG20G53G76G61G72G61G6EG64G65G6EG61G73G20G75G74G62G69G6CG64G6EG69G6EG67G73G2D G6EG69G76GE5G20 G76G61G72G69G65G72G61G64G65G20 G6DG65G6CG6CG61G6EG20 G61G6BG61G64G65G6DG69G73G6BG20 G75G74G62G69G6CG64G6EG69G6EG67 G28G32G30G20G25G29G20G6FG63G68G20G67G72G75G6EG64G73G6BG6FG6CG65G6EG69G76GE5G20G28G32G35G20G25G29G2EG20G41G76G20G73G76G61G72G2D G61G6EG64G65G6EG61G20G68G61G64G65G20G34G35G20G25G20G67G65G6EG6FG6DG67GE5G74G74G20G79G72G6BG65G73G75G74G62G69G6CG64G6EG69G6EG67 G6FG63G68G20 G32G30G20 G25G20 G76G61G72G20 G73G74G75G64G65G6EG74G65G72G2EG20 G46G65G6DG20 G70G72G6FG63G65G6EG74G20 G61G76 G73G76G61G72G61G6EG64G65G6EG61G20G68G61G64G65G20G69G6EG67G61G20G66GF6G72G73GE4G6BG72G69G6EG67G61G72G20G6FG63G68G20G64GE4G72G74G69G6CG6C G6BG6FG6DG20G74G76GE5G20G70G72G6FG63G65G6EG74G20G73G6FG6DG20G69G6EG74G65G20G76G69G73G73G74G65G20G6FG6DG20G64G65G20G68G61G64G65 G6EGE5G67G6FG6EG20G66GF6G72G73GE4G6BG72G69G6EG67G2E G46GF6G72G65G6DGE5G6CG20 G66GF6G72G20 G75G6EG64G65G72G73GF6G6BG6EG69G6EG67G65G6EG20 G76G61G72G20 G64G65G20 GE5G74G74G61 G6DG65G73G74G20G61G6EG76GE4G6EG64G61G20 G6BG61G6EG61G6CG61G6CG74G65G72G6EG61G74G69G76G65G6EG2EG20G44G65G73G73G61G20 GE4G72G20 G31G29 G74G65G6CG65G66G6FG6EG20G28G63G61G6CG6CG20G63G65G6EG74G65G72G29G2CG20G32G29G20G49G6EG74G65G72G6EG65G74G2CG20G33G29G20G65G67G65G74G20G6BG6FG6EG2D G74G6FG72G2CG20 G34G29G20 G6FG6DG62G75G64G2CG20 G35G29G20 G70G6FG73G74G2CG20 G36G29G20 G62G61G6EG6BG2CG20 G37G29G20 G72G65G73G65G62G79G72GE5 G6FG63G68G20G38G29G20G62G69G6CG61G66G66GE4G72G2E b) Resultat G45G6EG20 G61G76G20 G74G61G62G75G6CG65G72G69G6EG67G61G72G6EG61G20 G67G6AG6FG72G64G65G73G20 G65G6EG6CG69G67G74G20 G64G65G20 G73G76G61G2D G72G61G6EG64G65G73G20GE5G6CG64G65G72G20G73G61G6DG74G20G64G65G6EG20G74G69G64G20G73G6FG6DG20G66GF6G72G66G6CG75G74G69G74G20G73G65G64G61G6E G64G65G20 G74G65G63G6BG6EG61G74G20 G65G6EG20 G6EG79G20 G66GF6G72G73GE4G6BG72G69G6EG67G2EG20 G54G61G62G65G6CG6CG65G6EG20 G76G69G73G61G72G2C G61G74G74G20 G74G65G63G6BG6EG61G6EG64G65G74G20 G61G76G20 G6EG79G61G20 G66GF6G72G73GE4G6BG72G69G6EG67G61G72G20 G64G65G66G69G6EG69G74G69G76G74 G69G6EG74G65G20G68GF6G72G20G74G69G6CG6CG20G64G65G20G64G61G67G6CG69G67G61G20G72G75G74G69G6EG65G72G6EG61G2CG20G64G65G74G20GE4G72G20G73G6EG61G72G61G73G74 G73GE5G20G61G74G74G20G6EG79G61G20G66GF6G72G73GE4G6BG72G69G6EG67G61G72G20G74G65G63G6BG6EG61G73G20G6DG79G63G6BG65G74G20G73GE4G6CG6CG61G6EG2E G53G69G66G66G72G6FG72G6EG61G20G74G79G64G65G72G20G6FG63G6BG73GE5G20G70GE5G20G61G74G74G20G64G65G20GE4G6CG64G72G65G20GE5G6CG64G65G72G73G6BG61G2D G74G65G67G6FG72G69G65G72G6EG61G20 G67GE4G72G6EG61G20 G68GE5G6CG6CG65G72G20 G66G61G73G74G20 G76G69G64G20 G65G74G74G20 G66GF6G72G73GE4G6BG2D G31G34G39 Multikanalstrategier i försäkringsbranschen G72G69G6EG67G73G73G6BG79G64G64G20 G70GE5G20 G65G6EG20 G6EG69G76GE5G20 G73G6FG6DG20 G64G65G20 G76G61G6EG74G20 G73G69G67G20 G76G69G64 G73G65G64G61G6EG20 G74G69G64G69G67G61G72G65G2E Tabell 2: De svarandes ålder samt tid sedan en ny försäkring tecknats Ålder/Tid sedan < 1 år 1–3 år > 3 år ny förs. tecknats 18-30 år 35 % 25 % 14 % 31-50 år 46 % 45 % 32 % 51-75 år 19 % 30 % 54 % G54G65G63G6BG6EG69G6EG67G20G61G76G20G66GF6G72G73GE4G6BG72G69G6EG67G61G72G20G68GE4G6EG66GF6G72G20 G73G69G67G20 G6FG66G74G61G20 G74G69G6CG6C G73G74G6FG72G61G20 G62G65G73G6CG75G74G20 G69G20 G6CG69G76G65G74G3AG20 G64G65G74G20 G66GF6G72G73G74G61G20 G62G69G6CG6BGF6G70G65G74G2CG20 G64G65G6E G66GF6G72G73G74G61G20G75G74G6CG61G6EG64G73G72G65G73G61G6EG2CG20G66G6CG79G74G74G6EG69G6EG67G20G74G69G6CG6CG20G65G74G74G20G65G67G65G74G20G68G65G6D G6FG63G68G20G73G6BG61G66G66G61G6EG64G65G20G61G76G20G62G61G72G6EG2EG20G4BG6FG6EG73G75G6DG65G6EG74G65G72G6EG61G20G6BG6FG6EG2D G74G61G6BG74G61G72G20G66GF6G72G73GE4G6BG72G69G6EG67G73G62G6FG6CG61G67G65G6EG20G69G20G6DGE5G6EG67G61G20G6FG6CG69G6BG61G20G73G69G74G75G2D G61G74G69G6FG6EG65G72G3AG20G66GF6G72G20G61G74G74G20G6BGF6G70G61G20G6EG79G61G20G66GF6G72G73GE4G6BG72G69G6EG67G61G72G2CG20G66GF6G72G20G61G74G74 GE4G6EG64G72G61G20G66GF6G72G73GE4G6BG72G69G6EG67G61G72G6EG61G73G20G6FG6DG66G61G74G74G6EG69G6EG67G20G6FG63G68G20G65G72G73GE4G74G74G2D G6EG69G6EG67G73G62G65G6CG6FG70G70G2CG20 G66GF6G72G20 G61G74G74G20 G75G74G72G65G64G61G20 G73G6BG61G64G65G66G61G6CG6CG20 G6FG63G68G20 G66GF6G72 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Kanaler som privatkunder de facto använder vid teckning av försäkringar G33G25 G31G35G25 G31G30G25 G37G25 G34G25 G32G35G25 G36G38G25 G32G25 G34G30G25 G30G25 G31G30G25 G32G30G25 G33G30G25 G34G30G25 G35G30G25 G36G30G25 G37G30G25 G38G30G25 G41G6EG6EG61G74 G42G69G6CG61G66G66GE4G72 G52G65G73G65G62G79G72GE5 G42G61G6EG6B G50G6FG73G74 G4FG6DG62G75G64 G4BG6FG6EG74G6FG72 G49G6EG74G65G72G6EG65G74 G43G61G6CG6CG20G63G65G6EG74G65G72 G31G35G30 Multikanalstrategier i försäkringsbranschen G54G61G62G65G6CG6CG20G33G20GE5G74G65G72G67G65G72G20G64G65G20G6BG61G6EG61G6CG65G72G20G73G6FG6DG20G70G72G69G76G61G74G6BG75G6EG2D G64G65G72G20G68G65G6CG73G74G20G73G6BG75G6CG6CG65G20G61G6EG6CG69G74G61G20G76G69G64G20G74G65G63G6BG6EG69G6EG67G20G61G76G20G66GF6G72G73GE4G6BG2D G72G69G6EG67G61G72G2EG20G49G20G64G65G6EG6EG61G20G73G74G75G64G69G65G20G6FG6DG66G61G74G74G61G72G20G94G73G6BG61G64G65G66GF6G72G73GE4G6BG2D G72G69G6EG67G94G20G68G65G6DG2DG2CG20G62G69G6CG2CG20 G62GE5G74G2DG2CG20 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G6BG61G64G65G20G6BG61G6EG61G6CG65G6EG2CG20G66G72G61G6DG6FG6DG20G6BG6FG6EG74G6FG72G73G73G65G72G76G69G63G65G2CG20G6FG63G68G20G61G74G74 G64G72G79G67G74G20G65G6EG20G66G65G6DG74G65G64G65G6CG20G61G76G20G64G65G20G73G76G61G72G61G6EG64G65G20G67GE4G72G6EG61G20G73G6BG75G6CG6CG65 G61G6EG76GE4G6EG64G61G20 G49G6EG74G65G72G6EG65G74G2EG20 G46GF6G72G73GE4G6BG72G69G6EG67G73G6FG6DG62G75G64G20 G73G6BG75G6CG6CG65 G61G6EG6CG69G74G61G73G20 G69G20 G6DG69G6EG64G72G65G20 G75G74G73G74G72GE4G63G6BG6EG69G6EG67G20 GE4G6EG20 G76G69G64G20 G74G65G63G6BG2D G6EG69G6EG67G73G73G69G74G75G61G74G69G6FG6EG65G72G20G73G6FG6DG20G67GE4G6CG6CG65G72G20G73G6BG61G64G65G2DG20G6FG63G68G20G6CG69G76G66GF6G72G2D Kanal Skadeförsäkring Reseförsäkring Livförsäkring Sparförsäkring Kontor 69 % 37 % 73 % 63 % Call center 36 % 35 % 29 % 26 % Försäkringsombud 24 % - 25 % 20 % Internet 15 % 21 % 11 % 16 % Tabell 4: Kanaler som privatkunder helst skulle anlita under försäkringsperioden Kanal Skadeförsäkring Reseförsäkring Livförsäkring Sparförsäkring Eget kontor 51 % 36 % 53 % 46 % Call center 60 % 50 % 56 % 39 % Försäkringsombud 14 % - 16 % 25 % Internet 24 % 24 % 23 % 20 % Tabell 3: Kanaler som privatkunder helst skulle anlita vid teckning av försäkring G31G35G31 Multikanalstrategier i försäkringsbranschen G73GE4G6BG72G69G6EG67G61G72G2CG20 G6DG65G6EG20 G66GF6G72G20 G73G70G61G72G66GF6G72G73GE4G6BG72G69G6EG67G61G72G6EG61G73G20 G64G65G6C G76G61G72G20G6FG6DG62G75G64G65G6EG20G61G6CG6CG74G6AGE4G6DG74G20G6CG69G6BG61G20G70G6FG70G75G6CGE4G72G61G2EG20G53G70G61G72G66GF6G72G2D G73GE4G6BG72G69G6EG67G61G72G6EG61G20 G73G6BG69G6CG6AG65G72G20 G73G69G67G20 GE4G76G65G6EG20 G69G20 GF6G76G72G69G67G74G20 G66G72GE5G6EG20 G64G65 G61G6EG64G72G61G20G66GF6G72G73GE4G6BG72G69G6EG67G61G72G6EG61G3BG20G76G69G64G20G73G6BGF6G74G73G65G6CG20G61G76G20GE4G72G65G6EG64G65G6E G73G6FG6DG20G72GF6G72G20G73G70G61G72G66GF6G72G73GE4G6BG72G69G6EG67G61G72G20G61G6EG73GE5G67G20G6BG75G6EG64G65G72G6EG61G20G61G74G74 G6BG6FG6EG74G6FG72G65G74G20 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Udgave:
2, 2002
Språk: Internasjonal
Kategori:
Artikler før 2014
Bilaga