The Geneva Papers (2008) 33, 207–218. doi:10.1057/gpp.2008.1
The Need to Monitor Customer Loyalty and Business Risk in the European Insurance Industry
Montserrat Guillena,b, Jens Perch Nielsena,b and Ana M Pérez-Marína,b
- aDept. Econometria, Estadística i Economia Espanyola RFA-IREA, Universitat de Barcelona Diagonal, 690, Barcelona 08034, Spain. E-mail: mguillen@ub.edu
- bCass Business School, London, UK
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Abstract
Policy cancellations directly influence daily business operations and have an impact on the risk assumed by insurance companies. In this paper, we describe the reasons why insurance companies should perform customer loyalty and business risk monitoring and develop guidelines for the implementation of this procedure. We emphasize the advantages of this practice for the operation of the company.
Keywords:
business risk, policy cancellations, marketing in insurance
