Analysis of the Image of Japanese Life Insurance Companies

Abstract

As the Japanese life insurance industry expects severe competition among the companies as well as from the foreign companies due to the regulation by the Ministry of Finance, adopting marketing orientation is becoming increasingly important to protect the current customer base and to reach to the new customers. Corporate images of major life insurance companies were examined using a multidimensional scaling technique. It was found from this study that the corporate images of life insurance companies are affected mostly by the size of the company, along with the amount of advertising expenditure, the size of the salesforce and the number of office branches.