Salva Kindlustuse sisemine kuvand
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The title of this Bachelor’s thesis is „The Internal Image of Salva Kindlustuse AS” and its
subject is the Estonian insurance company Salva Kindlustuse AS. The company is based
on domestic capital and has been operating in the Estonian indemnity insurance market
since 1993. The main objective of this study was to chart and analyse the internal image
of the company, the employees’ attitudes towards the company and find connections
between the internal image and other communication activities.
The perception of Salva’s internal image among the personnel working at the
headquarters and its various agencies was measured quantitatively. The data will be
subsequently used as the source material for the creation of a comprehensive
communication strategy for Salva. The broader communication strategy forms a basis for
the marketing strategy, which is also being prepared and will bring the company to a
whole new level of more systematic planning in this field.
The empirical research is based on a theoretical framework and the utilisation of different
methods that have given a fairly clear picture of the Salva Kindlustuse AS internal image
as perceived by the company’s employees. The analysed sample produced a relatively
coherent result. The opinions concerning both internal image as well as internal
communication and external image were surprisingly similar when comparing the
attitudes of people working at the headquarters and at the various agencies.
The internal image of Salva Kindlustuse AS was perceived as being very positive, which
was indicated by both direct answers and was confirmed in comparison of different
blocks of questions. Indifference and negative attitudes regarding the company were
practically non-existent. Based on the analysis of the questionnaires most surveyed
workers may be categorised as a target group that is active and has a high level of
awareness.
The surveyed personnel consider themselves justifiably as part of Salva Kindlustuse AS.
They consider their behaviour as having influence in Salva and feel a strong connection
with the company. Generally people find that there are positive developments and Salva
is considered an attractive employer.
The author believes that this thesis has reached its objective. The basis for the internal
image and internal communication chapters of the subsequent communication strategy
has been laid both on the theoretical and empirical level. A statistical and analytical
database regarding the company-wide internal image survey has also been compiled.
From the perspective of Salva Kindlustuse AS the present thesis may be considered very
important. Similar studies have not been conducted at the company in recent years, and
therefore the results of the current internal image survey have strongly confirmed several
important starting points regarding the communication strategy and also strategic activity
in general. Therefore this material provides a good basis for more detailed planning of the
company’s communication activities and general management.
Keywords
H Social Sciences (General), bakalaureusetööd, organisatsioonid, kindlustusasutused, kindlustus, kuvand, sisekommunikatsioon, organisatsioonikommunikatsioon, Salva Kindlustus