Customer loyalty in the insurance industry: From traditional to analytical marketing — a bibliometric analysis
Abstract
This study describes the conceptual structure of customer loyalty in insurance through a bibliometric analysis and identifies the emerging industry and research trends. A total of 98 scientific documents published about customer loyalty in insurance are examined using two bibliometric software programs, VOSviewer and SciMAT, that allow the spatial representation of the research concept. Both descriptive and network analysis are produced in this research.
The paper highlights the importance of customer loyalty to successfully compete in the insurance industry and identifies good practices that insurance companies should adopt. The analysis of research trends highlights the importance of statistical models and algorithms to anticipate customer decisions. This is the first comprehensive article offering a bibliometric analysis to research the main trends on customer loyalty in insurance.
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Author's Biography
Manuel Leiria holds a PhD in economics and management sciences from the University of Algarve, and an MBA from the School of Economics and Management at the University of Lisbon. He is also a member of CinTurs, the Research Centre for Tourism, Sustainability and Well-being. Manuel Leiria has extensive experience in management within the insurance industry and is the author of several books on insurance marketing and planning.
Nelson Dematos is Adjunct Professor at the School of Management, Hospitality and Tourism (ESGHT), University of Algarve, where he teaches marketing and tourism. He is a member of the board of directors for the Master's programme in marketing management and a member of CinTurs, the Research Centre for Tourism, Sustainability and Well-being. He holds a PhD in marketing and strategy from the Universities of Minho, Aveiro and Beira Interior and a PhD in tourism from the University of Algarve. He has held several management positions in marketing in the service industry in general and in the hospitality sector in particular. He has worked as a trainer and marketing consultant in several national and international business projects. His main research interests are in marketing (marketing design, destination image and consumer behaviour) and tourism (destination marketing and the tourist experience).
Efigénio Rebelo Dean of the School of Economics, University of Algarve, and a professor of quantitative methods applied to economics and business. He holds a PhD in economic science, specialising in econometrics. He also holds both an MA in econometrics from the University of Manchester and an MSc in mathematical models applied to economics and business from the University of Lisbon. Professor Rebelo was, for a long time, a researcher at CIEO — the Centre for Spatial and Organisational Dynamics. Recently, he was invited to join CEFAGE — the Centre for Advanced Studies in Management and Economics. His publications are mainly in the fields of theoretical econometrics and applied statistics in general. Recently Professor Rebelo was appointed as director of the PhD programme in quantitative methods applied to economics and business. He has also been the president of both the scientific committee and the pedagogical committee at the School of Economics. At the University of Algarve, he has twice been elected as member of the general council.
Citation
Leiria, Manuel, Dematos, Nelson and Rebelo, Efigénio (2023, August 1). Customer loyalty in the insurance industry: From traditional to analytical marketing — a bibliometric analysis. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 4. https://doi.org/10.69554/BEWS6956.
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