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The preference for direct marketing according to the characteristics of policyholders in the life insurance industry  

Jung, Se-Chang (Department of Finance and Insurance, Hongik University)
Publication Information
Journal of the Korean Data and Information Science Society / v.22, no.6, 2011 , pp. 1137-1143 More about this Journal
Abstract
The purpose of this paper is to analyse the preference for direct marketing according to the characteristics of policyholders and suggest implications for marketing strategies with regard to direct marketing. A marked characteristic of this paper is a good quality of data and the results gained from analysing the data can be trusted very much. Binary logistic regression is employed. A statistically significant preference is shown in the group such as male, a younger generation, a hazardous occupation, the metropolitan area, and the customer of foreign company. The results suggest that promotion for female is needed to revitalize direct marketing. A tight underwriting for a hazardous occupation is also required.
Keywords
Binary logistic regression; direct marketing; underwriting;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
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