Background of insurance service and strategy for particular customer circles
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Author(s)Maxim KorneyevLink to ORCID Index: https://orcid.org/0000-0002-4005-5335
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,German StoianovAffiliation: Head of branch in “JSCB Concord Bank”, UkraineAnton GrytsenkoAffiliation: Associate, University of Customs and Finance, Ukraine -
DOIhttps://doi.org/10.21511/gg.01(1).2017.04
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Article InfoVolume 1 2017, Issue #1, pp. 30-35
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- 1348 Views
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239 Downloads
This work is licensed under a
Creative Commons Attribution-NonCommercial 4.0 International License
The article is dedicated to the development of services and conditions of cooperation directed to insurance in the premium circle of clients under globalization. The circle of premium customers in addition to their requirements was described. Extended types of insurance are disposed in the article in order to develop the relationship between customer and insurer for most efficient partnership. The main reasons which caused the low level of insurance market development in Ukraine were proposed both with theoretical variety of their decisions. Proposals about methodical necessity of separating life and non-life insurance companies in the domestic market are disposed due to recommendations of the strategical development of insurance company. Methodological approach to the customer attraction procedure is represented for insurance sales management improvement.
- Keywords
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JEL Classification (Paper profile tab)F360, L220
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References20
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Tables0
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Figures2
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- Fig. 1. Extended types of insurance for particular customers’ circle
- Fig. 2. Customer attraction layout procedure
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Transformations of customer loyalty attitude in marketing: Key components of modern loyalty
Jelena Nikolajenko-Skarbalė ,
Rasa Viederytė-Žilienė
doi: http://dx.doi.org/10.21511/im.19(4).2023.09
Innovative Marketing Volume 19, 2023 Issue #4 pp. 105-123 Views: 501 Downloads: 216 TO CITE АНОТАЦІЯIn the marketing landscape, there has been a noticeable shift from the well-established “customer retention” loyalty programs of the 2010s to the emerging trend of “customer attraction” programs in the 2020s. This study aims to investigate the underlying reasons behind these transformations and identify the key components shaping a contemporary customer’s loyalty towards brands. To accomplish this, an empirical research was undertaken, interviewing 129 representatives of the “EU-Conexus” network, which education and research institutions are located in Lithuania (i.e., Klaipeda University), Spain (i.e., Catholic University of Valencia), Croatia (i.e., University of Zadar), Romania (i.e., Technical University of Civil Engineering), Greece (i.e., Agricultural University of Athens) and France (i.e., La Rochelle Université). The study employed a quantitative methodology, using a standardised online questionnaire contained multiple-choice, single-choice 18 detailed closed questions. The collected research data were subsequently analysed using MS Excel software through the application of descriptive statistics data processing techniques. The findings of this study revealed that regular and annoying promotional material and “intricate” loyalty programs are usually irritating contemporary customers and can be a reason to leave a brand. Consequently, modern brands are encouraged to regularly rethink – re-evaluate and re-design – their loyalty marketing strategies to become relevant to customers’ needs. The study also highlighted the key components significantly influencing the loyalty of respondents: (i) high quality and responsibly priced goods and (or) services, (ii) well-organised customer service, (iii) a “rational” customer loyalty program, and (iv) an adequate number of promotional messages containing relevant content.
Acknowledgment
The authors are sincerely thankful to the “EU-Conexus” community for their benevolent and active participation in the research implemented in frames of this study.
