guuvestВестник университетаVestnik Universiteta1816-42772686-8415State University of Management10.26425/1816-4277-2022-6-150-155guuvest-3635Research ArticleЭКОНОМИКА: ПРОБЛЕМЫ, РЕШЕНИЯ И ПЕРСПЕКТИВЫECONOMICS: PROBLEMS, SOLUTIONS AND PROSPECTSРазработка индекса оценки имиджа страхового сектораDevelopment of an insurance industry image assessment indexhttps://orcid.org/0000-0002-9841-8194ЛаринаО. И.LarinaO. I.

Ларина Ольга Игоревна, канд. экон. наук, доц. каф. маркетинга

г. Москва

Olga I. Larina, Cand. Sci. (Econ.), Assoc. Prof. at the Marketing Department

Moscow

oi_larina@guu.ruhttps://orcid.org/0000-0003-3657-7568МорыженковаН. В.MoryzhenkovaN. V.

Морыженкова Наталья Владимировна, канд. экон. наук, доц. каф. банковского дела и предпринимательства

г. Москва

Natalia V. Moryzhenkova, Cand. Sci. (Econ.), Assoc. Prof. at the Department of Banking and Entrepreneurship

Moscow

snatalia@execmba.ruГосударственный университет управленияРоссияState University of ManagementRussian Federation20222807202206150155Copyright © Ларина О.И., Морыженкова Н.В., 20222022Ларина О.И., Морыженкова Н.В.Larina O.I., Moryzhenkova N.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.guu.ru/jour/article/view/3635

В статье обсуждаются результаты исследования отношения потребителей к страховому сектору в Российской Федерации. Низкий уровень финансовой грамотности, случаи мошенничества страховщиков приводят к формированию негативного имиджа страховой отрасли даже при наличии позитивного опыта использования страховых продуктов. В мировой практике научно доказана взаимосвязь между управлением имиджем и репутацией компаний и их финансовым состоянием, однако количественная оценка имиджа страхового сектора не проводилась ранее. Предложена методика оценки имиджа страхового сектора с помощью авторского индекса и приведен пример его расчета на основе российского страхового рынка. Разработанный показатель позволит объективно оценивать динамику отношения потребителя к страхованию, а также проводить межстрановое сравнение показателя.

The article discusses the results of the study of consumer attitudes towards the insurance sector in the Russian Federation. A low level of financial literacy, cases of fraud by insurers lead to the formation of a negative image of the insurance industry, even if the respondents have a positive experience of using insurance products. In world practice the relationship between reputation management of companies and their financial condition has been proven, however, a quantitative assessment of the insurance sector image has been not carried out earlier. The article offers a methodology for assessing the insurance sector image? using the author’s index, and provides an example of its calculation based on the Russian insurance market. The developed indicator will allows to objectively assess the dynamics of consumer attitudes to insurance, and to conduct a cross-country comparison of the indicator.

Страхованиестраховой секторимидж страхового секторарепутационные рискидоверие потребителейстраховые продуктыиндекс оценки имиджастраховые компанииInsuranceinsurance sectorinsurance industry imagereputational risksconsumer confidenceinsurance productsimage assessment indexinsurance companiesReferencesHeidinger D., Gatzert N. Awareness, determinants and value of reputation risk management: Empirical evidence from the banking and insurance. Journal of Banking & Finance. 2018;91:106–118. https://doi.org/10.1016/j.jbankfin.2018.04.004Heidinger D., Gatzert N. Awareness, determinants and value of reputation risk management: Empirical evidence from the banking and insurance. Journal of Banking & Finance. 2018;91:106–118. https://doi.org/10.1016/j.jbankfin.2018.04.004Ishihara K. Reputation management in the Japanese insurance marketplace. The Geneva Papers on Risk and Insurance – Issues and Practice. 2006;31:446–453. https://doi.org/10.1057/palgrave.gpp.2510089Ishihara K. Reputation management in the Japanese insurance marketplace. The Geneva Papers on Risk and Insurance – Issues and Practice. 2006;31:446–453. https://doi.org/10.1057/palgrave.gpp.2510089Chen T.J. Corporate reputation and financial performance of life insurers. The Geneva Papers on Risk and Insurance – Issues and Practice. 2016;41:378–397. https://doi.org/10.1057/gpp.2016.8Chen T.J. Corporate reputation and financial performance of life insurers. The Geneva Papers on Risk and Insurance – Issues and Practice. 2016;41:378–397. https://doi.org/10.1057/gpp.2016.8Siemering C. The economics of dishonest insurance companies. The Geneva Risk and Insurance Review. 2021;46:1–20. https://doi.org/10.1057/s10713-019-00047-7Siemering C. The economics of dishonest insurance companies. The Geneva Risk and Insurance Review. 2021;46:1–20. https://doi.org/10.1057/s10713-019-00047-7Gaganis C., Hasan I., Papadimitri P., Tasiou M. National culture and risk-taking: Evidence from the insurance industry. Journal of Business Research. 2019;97:104–116. https://doi.org/10.1016/j.jbusres.2018.12.037Gaganis C., Hasan I., Papadimitri P., Tasiou M. National culture and risk-taking: Evidence from the insurance industry. Journal of Business Research. 2019;97:104–116. https://doi.org/10.1016/j.jbusres.2018.12.037Olasehinde-Williams G., Balcilar M. Examining the effect of globalization on insurance activities in large emerging market economies. Research in International Business and Finance. 2020;53. https://doi.org/10.1016/j.ribaf.2020.101228Olasehinde-Williams G., Balcilar M. Examining the effect of globalization on insurance activities in large emerging market economies. Research in International Business and Finance. 2020;53. https://doi.org/10.1016/j.ribaf.2020.101228Larina O.I., Moryzhenkova N.V., Kukanova N.S. The Prospects for Using Distributed Ledger Technology in the Russian Insurance Sector. In: Popkova E.G., Sergi B.S. (eds). “Smart Technologies” for Society, State and Economy. ISC 2020. Lecture Notes in Networks and Systems. Vol 155. Cham: Springer; 2021. https://doi.org/10.1007/978-3-030-59126-7_160Larina O.I., Moryzhenkova N.V., Kukanova N.S. The Prospects for Using Distributed Ledger Technology in the Russian Insurance Sector. In: Popkova E.G., Sergi B.S. (eds). “Smart Technologies” for Society, State and Economy. ISC 2020. Lecture Notes in Networks and Systems. Vol 155. Cham: Springer; 2021. https://doi.org/10.1007/978-3-030-59126-7_160The Bank of Russia. Review of key performance indicators of insurers 2020. 2021;(4). https://www.cbr.ru/Collection/Collection/File/32073/review_insure_20Q4.pdf (accessed 02.05.2022).The Bank of Russia. Review of key performance indicators of insurers 2020. 2021;(4). https://www.cbr.ru/Collection/Collection/File/32073/review_insure_20Q4.pdf (accessed 02.05.2022).

The authors declare that there are no conflicts of interest present.