ПОВЕДЕНЧЕСКИ ИЗМЕРЕНИЯ И ПЕРСОНАЛИЗИРАНИ ПОДХОДИ В ЗАСТРАХОВАТЕЛНИЯ МАРКЕТИНГ

Abstract

This report examines the importance of behavioral dimensions and personalized approaches in insurance marketing – an area of growing relevance in the context of digitalization and shifting consumer expectations. The primary aim of the study is to clarify the role of behavioral dimensions such as emotions, satisfaction, and trust as key factors in making personalized decisions regarding the offering of insurance products. The focus is placed on how personalized service, interactivity, and adaptation to individual customer needs can enhance engagement and loyalty, as well as on the link between ethical marketing and sustainable consumption–topics of increasing significance in modern insurance practices. At the core of the analysis lies the assumption that today’s consumer seeks not merely a product but a meaningful experience aligned with their values, lifestyle, and expectations. Insurance companies that succeed in meeting these expectations through the use of digital technologies, adaptive CRM systems, and ethical communication strategies are more likely to build long-term competitive advantages. The report demonstrates that customer satisfaction, along with a sense of fairness and empathy, plays a mediating role between the service experience and future customer behavior, including repeat purchases and referrals. The study also highlights the growing importance of ethical marketing and sustainable consumption in the insurance sector. The application of socially responsible policies, transparent product conditions, and fair risk assessment is increasingly valued by customers who are sensitive to manipulative or unethical practices. By integrating behavioral insight, personalization, and ethics, insurance marketing can better meet the evolving demands of today’s market. The object of the study is the marketing activity in the insurance sector, analyzed from the perspective of customer orientation. The subject of the study is the systematization of key emotional and behavioral factors that define customer behavior and influence the purchase of insurance services. The purpose of the report is to structure and substantiate the importance of ethically informed and personalized marketing strategies as tools for building long-term and sustainable relationships with customers.