ANALYSIS OF SALES CHANNELS FOR INSURANCE PRODUCTS

Анотація

The article is concerned with the analysis of modern approaches to improving the channels of implementation of insurance services, in particular in the context of the use of digital technologies.The current state of functioning of insurance mediation in Ukraine is considered, in particular, the existing structure of channels for the implementation of insurance services is studied.Emphasis is placed on the study of digital sales channels for insurance services, in order to create effective implementation systems that would ensure a high level of customer satisfaction and promote business growth.It is noted that in order to intensify the sale of insurance products, it is advisable to use a multi-channel sales system sensitive to the needs of customers, which would ensure the sale of insurance products both by the insurance company itself and through the system of agency sales, the establishment of external sales channels, the use of telephone call centers, the Internet and other means of disseminating information.The factors influencing the volume of sales of insurance services are analyzed, and their key functions are defined.The expediency of spreading new forms of sale of insurance services has been determined: telephone marketing, mail sales, advertising in the press with a tear-off coupon, electronic service via the Internet, their advantages and disadvantages have been determined.It is noted that in Ukraine, the use of insurance intermediary services is currently quite limited, especially for the services of insurance brokers.The qualitative characteristics of the channels for the implementation of insurance services have been determined.The main factors 9(9) 2024 962 that determine the choice by the insurer of certain channels for the promotion of its services in the market are determined.The structure of sales channels of insurance services by insurance premiums and concluded insurance contracts is analyzed.It is shown that the sale of insurance services through the agent network and direct sales of the insurer, in particular through banking institutions and through the mediation of insurance or reinsurance brokers, are most actively used.It is shown that recently there has been a tendency to use alternative channels for the implementation of insurance services.

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