Menadżerska perspektywa reklamacji konsumenckich na rynku usług ubezpieczeniowych w dobie regulacji Unii Europejskiej
Manager’s perspective of Consumers’ Complaints in the Market of Insurance Services in the Period of EU Regulations

Summary/Abstract: An aim of considerations is to determine how representatives of insurance companies assess the procedures of settling complaints applied in their companies; they are based on explorative/qualitative research and, in particular, on results of 11 in-depth interviews. The research shows that despite a relatively strong legal protection, in their conflict with consumers, insurance companies often exploit their advantage in terms of information and resources and complaints settling is treated rather operationally than strategically. Good managerial practices include singling out cells in the company’s structure dealing with complaints settling as well as empowering their employees, what contributes to the so-called positive effects of complaints. Moreover, there is suggested introduction of social campaigns aimed at raising consumers’ awareness as regards their rights in the insurance market. The article is of the research nature.

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