Exploring the concept of loyalty in the insurance industry: a literature review of behavioral, attitudinal, and composite approaches
Abstract
Since Copeland's seminal work in the 1920s, three main approaches have emerged: behavioral, attitudinal and composite. The concept of behavioral loyalty focuses on the customer's propensity to buy and repurchase a brand, which is intrinsically linked to purchase frequency. However, nuances are emerging, with some researchers integrating the customer's positive attitude as the foundation of loyalty, explained by the customer's trust and attachment. Finally, the two-dimensional conceptualization of loyalty has given rise to a composite approach, which defines a loyal customer as one who makes regular purchases while having a clear preference. Although these approaches have been studied in other sectors, they remain insufficiently analyzed in the context of the insurance industry. To this end, the aim of this article is to explore the different approaches to customer loyalty in this particular context of the insurance sector. On this basis, and drawing on Oliver's continuum, we propose a theoretical model that integrates attitudinal and behavioral dimensions to offer a comprehensive view of policyholder loyalty. This model shows that loyalty in insurance is a multidimensional process, where attitudes and behaviors interact to reinforce retention and commitment. The results of this analysis aim to enrich the existing literature and enlighten players in the insurance sector, improving their academic understanding of customer loyalty in this context.
Keywords: Customer loyalty, Loyalty approaches, Oliver Continuum, Insurance sector
JEL Classification: M31, L14, G22
Paper type: Theoretical Research
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