Customer Analysis: Does It Help to Improve Firm Performance? Research Results from Polish Insurance Market

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Authors
Doligalski, Tymoteusz
Tomczyk, Przemysław
Date
2014
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Abstract
The paper attempts to answer the research question, whether conducting customer analysis improves firm performance. It presents results of research among Polish insurance agents. According to its findings, conducting customer analysis positively influences firm performance. Other factors that determine firm performance to a large extent are related to economies of scale and established competitive position (i.e. co-workers, low perception of risk related to other channels, agents’ reputation). The use of dedicated CRM software does not influence firm performance.
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Keywords
Poland    CEE    insurance    reputation    firm performance    customer lifetime value    customer profitability    customer analysis
Citation
• Doligalski T., Tomczyk P., Customer Analysis: Does It Help to Improve Firm Performance? Research Results from Polish Insurance Market, 5th EMAC Regional Conference Proceedings, Katowice, 24-26 September 2014
URI
https://open.icm.edu.pl/handle/123456789/8274
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Artykuły / Articles