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

Vilma  Tamuliene; Vytautas  Pilipavicius

doi:10.23762/FSO_VOL5NO4_17_4

Published : 2017-12-14

Vol. 5 No. 4 (2017)

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

Vilma Tamuliene

Vytautas Pilipavicius

DOI: https://doi.org/10.23762/FSO_VOL5NO4_17_4

Abstract

The 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

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Tamuliene, V. ., & Pilipavicius, V. . (2017). Research in customer preferences selecting insurance services: a case study of Lithuania. Forum Scientiae Oeconomia, 5(4), 49–58. https://doi.org/10.23762/FSO_VOL5NO4_17_4

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Vilma Tamuliene

vilma.tamuliene@gmail.com

Affiliation:

Aleksandras Stulginskis University, Kaunas, Lithuania Lithuania

Bio Statement (e.g., department and rank)

Vilma Tamuliene – PhD (doctor of social sciences, economics), associate professor at the Institute of Economics, Finance and Management at Kaunas Faculty, Vilnius University (VU KNF) and associate professor at the Institute of Business and Rural Development Management at Faculty of Economics and Management, Aleksandras Stulginskis University (ASU), Lithuania. She is the curator of MBA study programme in Marketing and Trade Management at VU KNF. She is the author of over 30 scientific publications; including articles and conference proceedings on marketing, green marketing, consumer behavior, marketing and consumption ethics.

Vytautas Pilipavicius

vytautas.pilipavicius@asu.lt

Affiliation:

Aleksandras Stulginskis University, Kaunas, Lithuania Lithuania

Bio Statement (e.g., department and rank)

Vytautas Pilipavicius – PhD (doctor of social sciences, management), associate professor at the Institute of Business and Rural Development Management at Faculty of Economics and Management, Aleksandras Stulginskis University (ASU), Lithuania. He is the author of over 29 scientific publications; including articles and conference proceedings on human resources management, social business and entrepreneurship in rural communities, consumer behavior and innovation in small-medium businesses.