Customer Analysis: Does It Help to Improve Firm Performance? Research Results from Polish Insurance Market
MetadataShow full item record
The paper attempts to answer the research question, whether conducting customer analysis improves firm performance. It presents results of research among Polish insurance agents. According to its findings, conducting customer analysis positively influences 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.
- Artykuły / Articles 
Using this material is possible in accordance with the relevant provisions of fair use or other exceptions provided by law. Other use requires the consent of the holder.