C/M/197. Important marketing issues for car insurance companies

The present paper investigates two issues which are critical for the success of car insurance companies. These issues are consumer behaviour and customer care. Through the discussion of various views regarding consumer behaviour the paper outlines the importance of understanding customer behaviour. This type of knowledge allows companies to adjust their service concept to meet customer expectations, retain existing customers and attract new ones. The discussion of customer care issue shows that it is a must for today service providers maximise their care about customers. The paper views these issues within the frame of relationship marketing and shows the advantages which insurance companies might attain by excelling customer care approach.