The aim of this study is to determine ways of increasing penetration of non-compulsory insurance in different fields of property and responsibility in the southern Kerman. The research method is descriptive-survey and statistical population included all citizens, homeowners, businesspersons, shopkeepers, doctors, engineers, employers of Kahnooj, Jiroft and is Manoujan in 2013. Sampling method of research is simple random.The results showed that prioritizing ways of increasing insurance penetration coefficient in different areas of property and responsibility for citizens are making insurance electronic, adjusting insurance rates, advertising, culture, proper marketing, education and awareness, appropriate pricing, applying franchise and the first loss. Advertising, proper pricing, marketing, applying franchise, first loss, culture, education and awareness of citizens, making insurance electronic, adjustment of insurance rates affect increase of insurance penetration in different areas of the property and responsibility among citizens.
service industries have an important and basic role in economic development and growth of the countries and here the role and status of insurance industry as a supporting industry is evident. On the other hand, increasing competition in the insurance industry has made the majority of executives in the industry to think for a remedy for persistent presence in the business arena. Therefore, they have to find ways to increase insurance penetration and citizens’ use of it. Among the ways of achieving this is improvement in the quality of insurance services (Abulhasani, 2009: 69). Moreover, in today’s competitive world, obtaining a rightful place in the market is difficult and to have a stable position in the market, providing top quality services to the customers, especially in the case of service providers such as the companies in the insurance industry, arises as a durable competitive advantage (Nasehifar and Haghbayan, 1999: 36).
In our country, natural disasters such as floods and storms cause heavy losses every year, and every few years a severe earthquake brought devastation to one region of our vast country. Tens of thousands of innocent people are taken under the soil and makes many homeless and wandering. Indirect consequences of these events are wider and more harrowing than immediate human and financial losses.Poverty and helplessness caused by these events and problems, and social ills that follow them are more difficult than material losses. There is no doubt that human uses reason, wisdom, and ingenuity to cope with these events. However, the quality and intensity of some of them are in a way that the measures will have little effect in preventing them, so efforts and human ingenuity practically realized that with the use of equipment and facilities, the strength and capacity to bear losses increase (Parsamehr, 87: 2002).Cooperation and collaboration in helping to compensate for losses caused by adverse events are the most primitive responses that have been given to this need. As is clear, this need has a vital aspect and not a cultural one and parallel to the development of societies and increase in the risks of living, it develops. However, what is in Iran is that despite this critical need, property insurance does not have great demand.
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