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Zaborek Piotr (Warsaw School of Economics, Poland), Tomczyk Przemysław (Kozminski University), Doligalski Tymoteusz (Warsaw School of Economics, Poland)
Customer Analysis as a Driver of Financial Performance in the Polish Insurance Industry
Przedsiębiorczość i Zarządzanie, 2016, t. 17, z. 10, cz. 2, s. 101-115, tab., rys., bibliogr. 33 poz.
Entrepreneurship and Management
Tytuł własny numeru
Zarządzanie w dobie ograniczonego zaufania
Słowa kluczowe
Wartość życiowa klienta, Rynek ubezpieczeniowy, Wynik finansowy
Lifetime Value (LTV), Insurance market, Financial performance
The paper outlines the outcomes of an empirical investigation of the links between involvement of insurance firms in customer analysis and their financial performance. The data were collected through a CAWI survey of independent insurance agents in Poland (n=590). Statistical methods included exploratory factor analysis and structural equation modeling. In keeping with the customer lifetime value model and loyalty management theory the concept of customer analysis was operationalized as a second-order reflective construct, expressed through five first order subconstructs. Financial performance was measured with an index of five self-reported metrics. The findings lend support to the hypothesis of a positive association between engaging in customer analysis and financial performance. (original abstract)
Pełny tekst
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