|Abstract:||In theoretical part of the master's thesis is our focus based on different definitions of services, types of services and their most important characteristics that are distinguishing them from physical products. Furthermore, we are discussing the field of insurance services, where we introduce the history of the insurance services, their main characteristics, types of insurance services and their meaning in the economy. Because of the specific services characteristics as intangibility, heterogeneity and inseparability, it is necessary to treat pricing of services apart from the pricing of physical products. We are discussing this subject in a detail in our masters thesis. Furthermore, we are discussing the problems of services pricing, the factors that influence the pricing of services, service pricing objectives, methods, tactics and the process of services pricing. We also introduce in greater detail the pricing of insurance services, the structure of insurance premium and determination of insurance premium.
In empirical part of the master’s thesis we in detail present the research problem, the purpose and the aims of the research. In the proceeding we measure the influence of some marketing information on technical insurance result and in consequence also on the automobile hull insurance premium.
Our empirical research has shown, that only the price of the automobile and the engine power are the marketing information that have statistically significant influence on the technical insurance result, as for the brand name, the type of the vehicle, the type of the insured and the place of the insurance are statistically insignificant marketing information.
In our empirical research we dealt with categorical and numerical data, therefore we used two methods for measuring the results, the hi-square test for analyzing the categorical data and bivariatne regression analysis for the numerical data.
The research shows there is a negative correlation between both independent variables and the technical insurance result. Furthermore we find that the value of technical insurance result is in negative correlation with the insurance premium.
The wide area of services pricing and foremost the pricing of the insurance services leaves wide open opportunities for the further research, especially in the field of marketing information influence on the services pricing in the insurance business. We see the possible further research in the following topics:
- the pricing aims of the organizations in correlation with the insurance services pricing;
- market structures of the organizations in the correlation with the insurance services pricing;
- the organizational characteristics of the firm in the correlation with the insurance services pricing |