STRATEGIC COMMUNICATION IN A SERVICE COMPANY

Strategic communication is the art of directing and coordinating the necessary actions to achieve objectives. This action is the result of an elaborate study and the use of certain exchange languages that are adapted and targeted in order to achieve its objectives, wanting to sell its product or service on the market in a broad way. The insurance sector in DR Congo has been liberalized for a long time and therefore the national insurance company (SONAS) should adapt to a new market trend and develop a new strategic communication in order to face the new environment but also the very difficult competition that engages new companies such as ACTIVA, RAWSUR, MYFAIR, SFA, AFRISSUR, ...In this dissertation, in relation to our theoretical framework, we had first, to clear the concepts, we had second to present the national insurance company (SONAS), and finally had third to demonstrate the contribution of the strategic communication. Having dealt with our conceptual framework, we have tried to propose a competitive strategic communication allowing SONAS to develop customer loyalty throughout the country.