Strateg？c Recommendat？ons to Improve Customer Sat？sfact？on in The L？fe Insurance Branch in The Turk？sh Insurance Sector

Insurance is a tool and trust that protects individuals and institutions from the risks they face. The development of the insurance sector in our country, the increase in insurance companies, the expansion of the insurance coverage and the technological developments and the ease of access to information have made customers selective in the products and services. In order to ensure sustainability in the sector under competitive conditions in a growing and developing sector, insurance companies have begun to produce innovative solutions with the goal of increasing customer satisfaction and to seek solutions that make a difference. The aim of this study is strategic recommendations to enhance customer satisfaction in the field of life insurance in Turkey is developed. Strategic suggestions that can affect the decisions of customers in order to increase customer satisfaction in life insurance are presented from a consumer perspective. Literature analysis and comparative analysis with selected countries were taken into consideration. In this context, the studies in the literature are examined in detail. After that, the data received from the life insurance branch in Turkey and the countries of the world are compared. This study is the most recent study in 2018, which examines the factors that affect customer preferences and satisfaction levels in the life insurance branch. As a result of the study; competitive price, stretchable policy conditions, coverage of policy, policy alternative, rapid service access, technological innovation and brand value factors were determined to affect customer satisfaction and decisions. It is thought that the results will contribute to the development of strategies to increase customer satisfaction of insurance companies