EMPLOYEES AS MARKET SEGMENT AND BRAND AMBASSADORS OF INSURANCE COMPANIES

The role of employees is crucial in supporting the development of any company. The attitude of employees towards the company they work for is of particular significance, as is whether they are the first to willingly buy the company’s products and services. In this way, the product or service receives a very important endorsement, in quality terms, and gains a competitive advantage on the market. The paper before you will showcase a successful example of employees’ attitudes towards an insurance service offered by one such successful company, a leader on the local insurance market and its comprehensive household insurance product named the “home guard” package. The authors of the paper applied the Computer Assisted Web Interview (CAWI) research method, with 37.1% of employees participating and expressing their views on the newly created insurance policy or service. The obtained results, based on a smaller sample, showed that almost all of the employees are aware of the “home guard” insurance policy (99%), and that the level of satisfaction of the respondents employed with the company regarding all aspects of the relevant policy was above 75%.

Keywords: human capital, employee attitudes, insurance, insurance policy, comprehensive household insurance, internal communication, corporate communication, market segment, brand ambassadors.