Measuring marketing productivity in services: An application to life insurance

HANNS ANIBAL DE LA FUENTE MELLA, Carmen Berné Manero, Marta Pedraja Iglesias

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The literature on marketing productivity shows the absence of a measurement of the commonly accepted term, especially in the case of quantitative measures and in the measurement of the influence of marketing assets on company issues. This paper proposes a Theoretical Model of Marketing Productivity (TMMP), useful as a base to measure marketing productivity in services. The model is validated in the case of a Chilean life insurance company. The results show increasing technical efficiency levels in the analysed period, in each of the three business units of the company. They demonstrate the influence of certain variables on the productivity of marketing assets. Expenses of external agents of sales and administrative staff are the assets with a positive influence on marketing productivity, in the case of Collective Insurance, the general expenses, expenses of external agents and expenses of sales have a negative effect on the Life Revenues Insurance case.

Original languageEnglish
Title of host publicationLISS 2011 - Proceedings of the 1st International Conference on Logistics, Informatics and Service Science
Pages80-88
Number of pages9
StatePublished - 1 Dec 2011
Event1st International Conference on Logistics, Informatics and Service Science, LISS 2011 - Beijing, China
Duration: 8 Jun 201111 Jun 2011

Publication series

NameLISS 2011 - Proceedings of the 1st International Conference on Logistics, Informatics and Service Science
Volume1

Conference

Conference1st International Conference on Logistics, Informatics and Service Science, LISS 2011
CountryChina
CityBeijing
Period8/06/1111/06/11

Keywords

  • Life insurance
  • Marketing productivity
  • Services
  • Stochastic frontier
  • Technical efficiency

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