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Assessing the pattern between customer metrics and net promoter score : a portuguese insurance sector case study
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Resumo(s)
Marketing and business strategy have been globally target of several transformations and improvements during the last century, from a business perspective product-centric, where the demand was bigger than the offer, to a customer-centric perspective, where offer is bigger than the demand. The client is now the focus of the company, the element generating revenues and spreading the word or repurchasing when satisfied, consequently enhancing companies business sustainability and growth.
This research intends to contribute to understand the relation between several customer metrics and net promoter score in the insurance sector in Portugal. To achieve this objective, it will estimated a Structural Equation Model using a data set with information collected by Nova Information Management School in scope of the project ECSI covering the latent variables (1) Image (2) Expectations (3) Perceived Quality (4) Perceived Value (5) Trust (6) Satisfaction (7) Loyalty and as target latent variable Net Promoter Score based on the willingness to recommend the organization. It is expected to find results suggesting a positive association between the customer metrics and NPS and therefore by the end of the study we hope to be able to contribute for a growth on customer satisfaction model’s evaluation as well as for implementing policies or strategies to increase the insurance sector overall performance.
Descrição
Dissertation presented as partial requirement for obtaining the Master’s degree in Information Management, with a specialization in Marketing Research and CRM
Palavras-chave
Net Promoter Score Loyalty Customer Satisfaction Word of Mouth Insurance Structural Equation Model