Research in customer preferences selecting insurance services: a case study of Lithuania

ENThe strong competition between insurance companies providing insurance services forces them to search for the ways to keep customers loyalty. Customers have many opportunities to meet their needs and they have many choices selecting products and services in the market. Loyal customers are each company’s greatest ambition and purpose; however, the customer’s preferences selecting products and services are turning into an important and topical subject nowadays. How to keep loyal customer who is going to change the organization providing insurance services? What factors inhibit the customer’s intention from leaving an insurance service organization? The purpose of the research is then to identify and investigate the factors, influencing hindering customer’s intention to change the organization working on insurance services in Lithuania. For the research completion, the methods of questionnaire survey were applied. The gained research outcome has disclosed that customers’ intention to change the insurance organization influences the credibility of the organization and relational values. Keywords: insurance services, insurance company, switching behavior, customer loyalty, Lithuania. [From the publication]

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