2016年保险营销外文翻译--印度保险营销中的道德问题投保人的观点

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1、5600 英文单词，英文单词，3 万英文字符万英文字符，中文中文 9200 字字 文献出处：文献出处：Talwar R, Ali S W. Ethical Issues in Insurance Marketing in India: The Policy Holders ViewJ. SAMVAD, 2016, 11: 1-12. Ethical Issues in Insurance Marketing in India: The Policy Holders View Reena Talwar and Dr. Saiyed Wajid Ali Abstract Ethics is a c

2、entral problem in financial services industry, especially in life insurance where customers are uncertain about the long-term benefits of the product. The life insurance industry in India is currently facing an image problem. The number of complaints pertaining to Unfair Business Practices is increa

3、sing rapidly year on year basis. Keeping this in mind, this study was carried out with the broad objective of examining the policyholders view regarding ethical issues in insurance marketing in India. The specific objectives aimed at identifying major ethical issues in insurance marketing correspond

4、ing to 7Ps of service marketing, finding out which Ps of service marketing are contributing the most to unethical behavior of life insurance companies in India and comparing public life insurer i.e. LIC with private insurers on ethical standards. A questionnaire based survey was carried out on a tot

5、al number of 95 customers within Delhi region. A non-probabilistic convenience sampling method was used. The customers were asked to rate 38 ethical issues on a 5 point Likert Scale. The study found out that life insurance companies are not fair and transparent while marketing their policies to cust

6、omers. According to 7Ps of marketing, Product, People and Promotion issues are the key ethical issues portrayed by policyholders of both LIC and private sector. Further, the study also identified nine unethical factors as perceived by policyholders using factor analysis. These factors mainly focus on companys fairness and transparency, professionalism, promotion and marketing policies. The results of the data from the study infer that there are serious ethical lapses on part of life ins