Bryzgalov D.V.Institute of Financial and Economic Research, Financial University under Government of Russian Federation, Moscow, Russian Federation dbryz@inbox.ru
Importance Seeing a drop in sale of new cars, dealerships face a new issue of increasing their income from related activities, first of all, by acting as insurance intermediaries. Insurance intermediaries offer motor insurance and insurance services. In these circumstances, dealers have to pay special attention to the compliance with the insurance legislation in terms of informing the insured, while insurers should consider the specifics of competition in selling insurance services through intermediaries. Objectives The objective of the research is to examine the specifics of selling insurance services through car dealerships, including the competition and communication with the insured. The article specifies features of inter-channel competition, describes external and internal factors of insurance companies' competitiveness. Methods Using the mystery shopping approach, I examine the insurance companies' recommendations in 90 car dealerships of Moscow. Results I scrutinize the approaches car dealerships use to inform the insured in accordance with the effective insurance legislation. According to statistical data of the Central Bank of Russia, I review trends in premiums provided through Moscow-based car dealerships, thus formulating the current external and internal factors of insurers' competitiveness. Conclusions and Relevance Following the research, I conclude the insurers should develop internal factors in car dealerships and improve their competitiveness through providing complete information on insurance services to the insured. In selling insurance services through car dealerships, the competition may be regarded as inter-channel competition that is based on intermediary's reference.
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