We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Fidelización y rentabilización de usuarios de seguros todo riesgo de vehículos por medio de la venta cruzada y la venta escalonada. Un enfoque promocional para la industria aseguradora.
- Authors
Contreras Serrano, Carlos Gabriel
- Abstract
To maintain active relationships with profitable clients is one of the main objectives of the insurance industry in Colombia. For this purpose, and to create retention campaigns, tactical segmentation models have been generated to take into account the client's withdrawal probability and the Customer Lifetime Value (CLV). This research produces a conjoint analysis design with 560 car insurance policy purchasers in different places in Colombia. The promotional schemes to accelerate the likelihood of insurance policy renewal with their present insurance agent were analyzed. Application of a multinomial logit model (MML) allows present evidence that suggests that promotions using cross selling are efficient in gaining profitable user loyalty, while staggered selling promotes loyal client profitability.
- Publication
Universidad & Empresa, 2016, Vol 18, Issue 30, p143
- ISSN
0124-4639
- Publication type
Article
- DOI
10.12804/rev.univ.empresa.30.2016.07