Determinanten des Kundenwerts von Versicherungsnehmern

This paper discusses how the customer equity concept can be transformed to fit to insurance policy holders. The finding is that the equity of a policyholder can not be calculated in line with concepts of other classes of business, because the insurance industry shows special features in its core business. The stochastic characteristics of such a business must be integrated into the concept. These include its service nature and specific supervisory regulations for the capital investments as well as the distribution of profit. In terms of the insurance company, the following equity-determiners of a policyholder are important and should be part of the customer equity model: Firstly the equity of the customer with regard to the past, his future potential and his cross-selling equity as the monetary determiners. Secondly the equity which can be generated through word-of-mouth and customer information. The remaining determiners of the concept used in other branches of business, notably the equity of synergy, cooperation and loyality of a customer are already incorporated in the mentioned components.