Customer Analysis And Firm Performance: Empirical Evidence From The Polish Insurance Market
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The paper outlines the outcomes of an empirical investigation of the links between involvement of insurance firms in customer analysis and their financial erformance. 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 lent support to the hypothesis of a positive association between engaging in customer analysis and financial performance.
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