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No. 9 (2026)
Marketing

Scientific articles

TIBBIY SUGʻURTA XIZMATLARI RAQOBATBARDOSHLIGINI SHAKLLANTIRUVCHI OMILLAR VA MARKETING STRATEGIYALARINING AHAMIYATI

DOI 10.67668/mj/2026iss9/2137 Pages 878-889

Published 2026-09-07

Authors
Roʻzmetov Akbar Bahodirovich
Affiliation
Davlat tibbiy sugʻurtasi jamgʻarmasi
Marketing jurnali — 2026-yil sentabr, 9-son
PDF (Uzbek) Google Scholar Google Scholar

Abstract

The article systematized factors shaping the competitiveness of health insurance services and substantiated the role of marketing strategies in managing them. The author combined M. Porterʼs five competitive forces model, the SERVQUAL service quality concept, the 7P services marketing mix and the trust theory of relationship marketing into one analytical framework. The factors were grouped as internal and external, price and non-price, and a marketing lever was assigned to each. An integral competitiveness indicator was proposed as the sum of weighted normalized factor scores. Based on World Bank and National Agency for Perspective Projects data, health expenditure and insurance market indicators were analysed; health insurance premiums grew 8.1 times in 2025 against 2024. Competitive advantage was shown to rest mainly on non-price factors. Proposals covered complementary products aligned with the state guaranteed package, digital channels and customer trust.

Keywords

health insurance, competitiveness, marketing strategy, service quality, SERVQUAL, 7P, customer trust, digital channels

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