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Full-Text Articles in Business
Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson
Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson
Walden Dissertations and Doctoral Studies
The cost of creating new property and casualty insurance accounts is much greater than the costs associated with sustaining current accounts. Property and casualty insurance agency managers lack strategies to retain customers, the retention of whom has been found to improve revenue. The purpose of this qualitative case study was to explore strategies for insurance agency managers to retain customers and improve revenue. The population used for the study was 4 insurance agency managers in the Northeastern United States. The conceptual framework was customer relationship management, which is a technological and organizational mechanism for buffering market instability by understanding customer …
Integrating Consumer Feedback Into Business Marketing Strategies, Elijah G. Clark
Integrating Consumer Feedback Into Business Marketing Strategies, Elijah G. Clark
Walden Dissertations and Doctoral Studies
Consumer feedback and reviews are critical to the success of businesses because 49% of consumers trust online reviews more than other sources. The purpose of this multicase study was to explore marketing managers' strategies for using consumer reviews to improve marketing success, brand awareness, and their clients' profitability. The conceptual framework for this study was built upon organizational theory and disruptive innovation theory. The participants were recruited through local events, social media, and e-mail. Data were collected from public online records and semistructured telephone interviews using 1 marketing manager from each of 5 marketing agencies in North Texas. Thematic analysis …