Customer loyalty on the insurance services market in Poland

- dr hab. Beata Nowotarska-Romaniak, prof. UE

Insurance companies are currently carrying out tasks related to building trust, image creation and giving distinctive features to intangible insurance services, which is associated with paying more attention to the packaging of the service than to the service itself. The packaging of the insurance service consists of people, the appearance of branches, the availability of insurance services and flexibility in customer service. For insurance companies, the knowledge of not only marketing practice, but also the knowledge about customer behaviours or factors affecting their loyalty is becoming important. The purpose of the article is to review the loyalty on the insurance services market in Poland and to examine the factors influencing it. The article discusses the methods of testing customer loyalty on the insurance services market.

On the other hand, based on the results of the survey, factors affecting customer that may affect customer loyalty satisfaction are presented.

Beata Nowotarska-Romaniak, PhD, University of Economics in Katowice — is a DSc and prof. at the University of Economics in Katowice. She is the author and co-author of several works in the field of health and insurance services and over 150 science publications on the marketing strategies and marketing adaptation for the insurance companies and healthcare units as well as on consumer behaviour on the insurance market, published both in Poland and abroad. She gives lectures and seminars for the managers and workers of the healthcare units, banks and insurance companies. She collaborated in the project: Managerial Support For the Executives of Healthcare Entities co-financed by EU through the European Social Fund.

DOI: 10.2478/minib-2020-0018
MINIB, 2020, Vol. 36, Issue 2

Tłumaczenie w j. polskim

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