How important is the strategic order of product attribute presentation in the non-life insurance market? |
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| Institution: | 1. Polytechnic Institute of Cavado and Ave (School of Management), Portugal;2. School of Economics and Management of the University of Porto, Portugal;1. School of Business, University of the Sunshine Coast, Sippy Downs, Australia;2. Department of Marketing, Faculty of Management, Bournemouth University, Executive Business Centre, 89 Holdenhurst Road, Bournemouth BH23 2EL, United Kingdom;1. Université Laval/American University in Dubai, 2325 Rue de l''Université, Quebec City, Quebec, Canada G1V 0A6;2. Université Laval/Kedge Business School (Marseille), 2325 Rue de l''Université, Quebec City, Quebec, Canada G1V 0A6;1. Department of Management & Marketing, College of Business Administration & Information Sciences, Clarion University of Pennsylvania, 317 Still Hall, 840 Wood Street Clarion, PA 16214, United States;2. Department of Economics and Business Washington and Jefferson College, Burnett 110, 60 South Lincoln Street, Washington PA 15301, United States;1. School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China;2. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia |
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| Abstract: | Sales management plays an important role in firms' profit. Its main goal is to determine the best time to present insurance customers with prices, insurers, bundling strategies, and the intermediary's recommendation.In this study, a triangular approach was used. For attribute selection, three focus groups were performed with insurance customers and intermediaries. Conjoint analysis was carried out by presenting the attributes in three different orders.Primacy and recency effects were detected; a transfer or anchor effect was also found related to the importance of the attributes preceding and succeeding a given attribute.According to the findings, salespeople can improve their approach to customers by decreasing the importance given to price and increasing the positive impact of bundling strategies and the intermediary's recommendation in sales.Although the order of attribute presentation has previously been analyzed, this is the first study to examine this issue in non-life insurance products, providing useful information to insurance salespeople and marketing managers for a better understanding of insurance customers’ buying decision process. |
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| Keywords: | Effects of the order of attribute presentation Customer services management Sales management Bundling strategy Insurance sector |
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