(A Study for the Analysis of Customer Costs: Insurance Sector Example)

Abstract

Purpose - It is widely accepted in the marketing literature that the new customer is more costly. However, some studies reject this situation. In this study, it is aimed to analyze available customer's, retentioned customer's, new customer's and churned customer's costs in the insurance sector of Turkey. Design / methodology /approach - Financial reports of 60 insurance and pension companies were used within the scope of the specified aim. These data are from 2013-2018. Available customer cost (ACC), new customer acquisition cost (CAC), customer retention cost (CRC) and customer churn cost (CCC) were calculated and analyzed. Findings - As a result of the analysis, it was found that the CAC is higher than both of the ACC, CRC and CCC in Turkey's insurance sector. Discussion – Protecting the available customers will have a positive impact on operating cost and the churned customer is the group that needs to b e emphasized m ost because of the opportunity cost.