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Viewing report
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Customers’ Preferences of Insurance Services. Edition No. 1
VDM Publishing House, Aug 2008, Pages: 96
With the presumption of change as an inevitable
phenomenon, this study explores ways in which
insurance companies can enhance their ability of
meeting the constant changes in customers’
preferences. The focus is held on understanding
young customers’ preferences regarding services
provided by insurance companies. In an increasingly
competitive environment, where insurance companies
fight for the same customers, having a customer-
oriented culture is extremely important not only to
retain customers, but also to acquire new ones. This
study presents various theories on the changes in
customers’ preferences as well as theories regarding
organizational strategy and change.
The study suggests how and when to meet the
customers, and how to build long lasting, trust-
based relationships which could lead to increased
customer loyalty over time. Although the study
involves an insurance company, other organizations
dealing with similar services could also benefit
from the findings.
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