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

7 Pages Posted: 21 Jun 2014

See all articles by Tymoteusz Doligalski

Tymoteusz Doligalski

Warsaw School of Economics (SGH)

Przemyslaw Tomczyk

Kozminski University

Date Written: September 24, 2014

Abstract

The paper attempts to answer the research question, whether conducting customer analysis improves the firm performance. It presents results of research among Polish insurance agents. According to its findings, conducting customer analysis positively influences the firm performance. Factors that determine the firm performance to a larger 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 the firm performance.

Keywords: customer analysis, customer profitability, customer lifetime value, firm performance, reputation, insurance, CEE, Poland

JEL Classification: M31

Suggested Citation

Doligalski, Tymoteusz and Tomczyk, Przemyslaw, Customer Analysis: Does It Help to Improve Firm Performance? Research Results from Polish Insurance Market (September 24, 2014). Available at SSRN: https://ssrn.com/abstract=2456786 or http://dx.doi.org/10.2139/ssrn.2456786

Tymoteusz Doligalski (Contact Author)

Warsaw School of Economics (SGH) ( email )

aleja Niepodleglosci 162
PL-Warsaw, 02-554
Poland

HOME PAGE: http://www.doligalski.net/

Przemyslaw Tomczyk

Kozminski University ( email )

ul. JagielloDska 57/59
Warsaw, 03-303
Poland

HOME PAGE: http://www.kozminski.edu.pl/en/

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