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Does customer analysis affect firm performance? Quantitative evidence from the Polish insurance market

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  • Tomczyk, Przemysław
  • Doligalski, Tymoteusz
  • Zaborek, Piotr

Abstract

Despite many conceptual and empirical studies, the relationship between marketing information systems and financial performance remains ambiguous. In this paper, we propose and test a model explaining how customer analysis can affect financial performance. The data for the study were collected from 590 insurance intermediaries in Poland. The results indicate that the strongest predictor of financial performance is the degree of formalized knowledge processing, followed by the scope of performed customer analysis. Other factors that positively correlated with financial outcomes include earning most revenues from corporate clients (versus consumers) and employing policies aimed at regaining former customers. The study also found that add-on selling is not significantly associated with better financial results.

Suggested Citation

  • Tomczyk, Przemysław & Doligalski, Tymoteusz & Zaborek, Piotr, 2016. "Does customer analysis affect firm performance? Quantitative evidence from the Polish insurance market," Journal of Business Research, Elsevier, vol. 69(9), pages 3652-3658.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3652-3658
    DOI: 10.1016/j.jbusres.2016.03.026
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    References listed on IDEAS

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    Cited by:

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    2. Sunday Stephen AJEMUNIGBOHUN & Sulaiman Ademola Oreshile, 2019. "Risk Aversion And Motor Insurance Demand: Empirical Evidence From Nigeria," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(47), pages 211-222, December.
    3. Kartashova Olga Ivanovna & Molchanova Olga Vladimirovna & Axana Turgaeva, 2018. "Insurance Risks Management Methodology," JRFM, MDPI, vol. 11(4), pages 1-15, October.
    4. Ogorchukwu Augustine ISIMOYA & Samson Ifejionu NWANKWO, 2020. "Medical Malpractice and Awareness of Professional Liability Insurance among Physicians and Surgeons in Nigeria," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 172-179.

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