| Abstract [eng] |
Interest in importance of customer loyalty rises due to an increase of business value in the organizations. Successful customer management becomes a security of examined activity success. The more efficiently organization operates, the greater recognition in society it gains, the larger share of market it covers and the greater is a costumer trust. Thus, the greater attention is paid to customer retention creating a business value. Subject of the research is a creation of „BTA“ business value through customer loyalty. Objective of the research is to perform the assessment of influence of customer loyalty to „BTA“ business value. Tasks of the research: 1. To reveal the issues of increased insurance business value; 2. To provide theoretical aspects of customer loyalty and business value relations; 3. To identify the main methods of business value determination; 4. To determine the influence of „BTA“ managed insurance portfolio to business value; 5. To perform the assessment of „BTA“ insurance customers lifetime; 6. To perform the assessment of customer loyalty influence to business value. It has been determined that BTA insurance takes leading position in the insurance market by signing the biggest number of agreements of general liability, contractual obligations, vehicle owner third party liability and Casco insurance. It can be stated that BTA business value could not be created without the following types of insurance, because correlation coefficients of provided insurance types are very strong and strongly affects all insurance markets. Indicator of customer lifetime value showed that attraction of new customers is not profitable as the retention of old customers, thus expenses for the creation of customer loyalty (to increase reversibility) give more profit than expenses for the attraction of new customers. Customer lifetime is the most important aspect for the general sales of BTA insurance company; this also affects general creation of business value. Chosen criteria such as Customer retention index, Customer lifetime value and Net present value (NPV) makes a direct impact to BTA sales, because correlation analysis showed strong and very strong mutual relations. |
