Abstract

The current research dealt with one of the basic and vital element in the marketing area of the insurance companies by reviewing one of the important and influential activities in achieving its marketing objectives, namely the promotional mix which includes four dimensions: “Public relations, personal selling, sales promotion and advertising” The research was carried out on the customers of the National Insurance Company / Diwaniyah Branch. To achieve the goal of the research, the researcher distributed a questionnaire prepared for this purpose to the research community composed of the customer. Using the appropriate statistical methods (arithmetic mean, standard deviations, Pearson, and regression), the research reached important conclusions. The most important of these was that the promotional mix played an important role in achieving customer satisfaction and that customer satisfaction was influenced by the promotion of the service. The study presented recommendations to promote the development of the sector and provide a positive impression of the services provided by the insurance company.

DOI:10.52113/6/2018-8-1/54-67