Müşteri Maliyetlerinin Analizine Yönelik Bir Çalışma: Sigorta Sektörü Örneği
A Study for the Analysis of Customer Costs: Insurance Sector Example
Author(s): Ahmet Naci Ünal, Fatma Aldirmaz AkkayaSubject(s): Business Economy / Management, Socio-Economic Research
Published by: İşletme Araştırmaları Dergisi
Keywords: Customer Cost Analysis; Available Customer Cost (ACC); Customer Acquisition Cost (CAC); Customer Retention Cost (CRC); Customer Churn Cost (CCC);
Summary/Abstract: Purpose - It is widely accepted in the marketing literature that the new customer is more costly. However, some studies reject this situation. In this study, it is aimed to analyze available customer's, retentioned customer's, new customer's and churned customer's costs in the insurance sector of Turkey. Design / methodology /approach - Financial reports of 60 insurance and pension companies were used within the scope of the specified aim. These data are from 2013-2018. Available customer cost (ACC), new customer acquisition cost (CAC), customer retention cost (CRC) and customer churn cost (CCC) were calculated and analyzed. Findings - As a result of the analysis, it was found that the CAC is higher than both of the ACC, CRC and CCC in Turkey's insurance sector.
Journal: İşletme Araştırmaları Dergisi
- Issue Year: 11/2019
- Issue No: 3
- Page Range: 1693-1711
- Page Count: 19
- Language: Turkish