Customer Analysis and Firm Performance in the Polish Insurance Market. Perspective of Customer Profitability and Lifetime Value

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Authors
Doligalski, Tymoteusz
Tomczyk, Przemysław
Date
2016
Journal Title
Journal ISSN
Volume Title
Publisher
Instytut Badań Rynku, Konsumpcji i Koniunktur
License
Creative Commons License
Creative Commons Attribution 3.0 Poland License
Abstract
The paper attempts to answer the research question whether conducting cus- tomer analysis improves firm performance. It presents results of research among Polish insurance agents. According to its findings, conducting customer analysis is positively correlated with 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. The research results are discussed with the perspective of customer profitability and customer lifetime value.
Description
Keywords
Poland  CEE  insurance  reputation  firm performance  customer lifetime value  customer profitability  customer analysis
Citation
T. Doligalski, P. Tomczyk. (2016). Customer Analysis and Firm Performance in the Polish Insurance Market. Perspective of Customer Profitability and Lifetime Value. HANDEL WEWNĘTRZNY, 6 (365), 47-61
URI
https://open.icm.edu.pl/handle/123456789/11112
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