Last week I investigated the different consumption habits of people around me, a simple but enlightening study. The object of the study was to know some of the guidelines that make a person move between different insurances, breaking the loyalty that the use of relationship marketing strategies provides. For its execution, we start from a fundamental premise, the essence of marketing consists of creating a value superior to that provided by competitors (García Guardia et al. 2012), which encourages relationship marketing as an element for the creation of that value, obtaining high levels of satisfaction, retention and quality. These variables unequivocally influence retention and loyalty (Tavira and Estrada, 2015).

Generally, the change of insurance company, in the case of the automobile, is motivated by the price. The client does not contemplate any additional value because, in many cases, this insurance is perceived as a requirement. Belgium Phone Number List A procedure that must be followed and that makes the perception of value in the product negligible because “almost all insurance offers the same”. We find campaigns in the media that promote the change of car insurance by applying, for example, discounts to those who have all the points of the license. Companies reward “less problematic” drivers by reducing the amount of the premium. Therefore, the price is the indisputable value to reach each of the audiences. Here it is common to use terms such as security, comfort, tranquility and great discounts.

Similar facts are those that we find in home insurance, where according to the Unespa report, 74% of Spanish residences have home insurance. If it comes, it is true that there is no such obligation, the perception, among customers, is very similar to car insurance with some clarification related to the service and the treatment received, variables that add a certain additional value to the service and, therefore therefore, to the perception of that insurance. Insurance that are also the great unknown among users since very few know their basic coverage, omitting many parts from the insurance companies themselves (Ponsaille, 2019). Price is also an important variable, although the relationship with the insurance agent is taking on a certain value.

Last week I investigated the different consumption habits of people around me, a simple but enlightening study. The object of the study was to know some of the guidelines that make a person move between different insurances, breaking the loyalty that the use of relationship marketing strategies provides. For its execution, we start from a fundamental premise, the essence of marketing consists of creating a value superior to that provided by competitors (García Guardia et al. 2012), which encourages relationship marketing as an element for the creation of that value, obtaining high levels of satisfaction, retention and quality. These variables unequivocally influence retention and loyalty (Tavira and Estrada, 2015).

Generally, the change of insurance company, in the case of the automobile, is motivated by the price. The client does not contemplate any additional value because, in many cases, this insurance is perceived as a requirement. A procedure that must be followed and that makes the perception of value in the product negligible because “almost all insurance offers the same”. We find campaigns in the media that promote the change of car insurance by applying, for example, discounts to those who have all the points of the license. Companies reward “less problematic” drivers by reducing the amount of the premium. Therefore, the price is the indisputable value to reach each of the audiences. Here it is common to use terms such as security, comfort, tranquility and great discounts.

Similar facts are those that we find in home insurance, where according to the Unespa report, 74% of Spanish residences have home insurance. If it comes, it is true that there is no such obligation, the perception, among customers, is very similar to car insurance with some clarification related to the service and the treatment received, variables that add a certain additional value to the service and, therefore therefore, to the perception of that insurance. Insurance that are also the great unknown among users since very few know their basic coverage, omitting many parts from the insurance companies themselves (Ponsaille, 2019). Price is also an important variable, although the relationship with the insurance agent is taking on a certain value.

Leave a Reply

Your email address will not be published.