The Ways of Enhancing Customer Loyalty in Insurance Industry

The theme of this bachelor work is “Building customer loyalty in insurance industry”. The research consists of an introduction, three chapters, conclusion, bibliography (45 items) and applications. The main party of the paper is presented on the first 82 pages and includes 18 tables and 7 figures. The aim of this bachelor work is to study approaches of customer loyalty development of the insurance company in the Russian market and to offer recommendations for their improvement. To achieve this goal in the process of the research is necessary to solve tasks such as analysis of theoretical approaches to building customer loyalty; determination the characteristics of the insurance industry in Russian Federation affecting to the formation of customer loyalty; analysis of existing approaches to the formation of customer loyalty; development of recommendations on improvement of loyalty programs in the company “Rosgosstrah. There is one of the main issues, which directly contributes to an increase of the efficiency of interaction with customers and acts on the creation of a portfolio of loyal customers of the company - the formation of consumer loyalty. The formation of loyalty process in the insurance company was considered and analyzed, methods were distinguished and presented as well. In the practical part of the research were conducted an empirical study of customer loyalty of insurance company “Rosgosstrah”. It has been carried out the analysis of major loyalty programs and an analysis of the survey results of clients, with recommendations for the insurance company “Rosgosstrah”.