Vad är nyckeln till kunder? : En studie av Länsförsäkringar Gävleborg Bank och Försäkring
Aim: This thesis aims to study customers of Länsförsäkringar. This study is interesting because insurance companies sale invisible products. Even the customer who pays for a product, is not probably going to use or want to use it.The aim of my paper is to investigate the followings:• Why do the existing customers of Länsförsäkringar stay with the company?• Why does a person chose to become a customer at Länsförsäkringar?• Do the customers find it important to have bank, insurance and life with the same company?• Do the customers find it important with a personal contact of their own at their company?• What similarities and differences are there between the customers of Länsförsäkringar in Gävle, Bollnäs and Söderhamn?Method: To conduct this study I have made use of several different procedures:1. Study of literature2. Questionnaire survey3. Statistical work on the questionnaireResult & Conclusions: The most important conclusions that I have come to see are the following:• The new customers of Länsförsäkringar seem to value price the most while the existing customers value staff and service the most.• Länsförsäkringar has to market the benefits with the concept bank, insurance and life within the same company in order to make it work as a competitive advantage.• To succeed with implementing a “personal contact” Länsförsäkringar has to market the benefits of it to the customers.• No major differences can be found between the localities Gävle, Bollnäs and Söderhamn.Suggestions for future research:• To carry out more thorough interviews or a questionnaire survey among the customers who have left Länsförsäkringar in order to see why they left the company.• To conduct further studies of the 40 percent of the new customers who choose Länsförsäkringar for the sake of the price. Do they seem to represent a group of people who often switch companies in order to get the lowest price?Contribution of the thesis: The thesis gives not only Länsförsäkringar, but also others that are interested, an opportunity to get an insight in which of Länsförsäkringar competitive advantages that are appreciated by their costumers.
School:Högskolan i Gävle
Source Type:Master's Thesis
Keywords:questionnaire competitive advantage customer satisfaction länsförsäkringar service
Date of Publication:02/12/2008