Impact of Customer Loyalty on the Profitability of Insurance Brokerage Companies: The Case of Ask Gras Savoye Central African (C.A.R)
Thierry Fleury Médard DENAMGUERE, Joel MAIDOU GUITONGO
This article is part of a study on the impact of customer loyalty on the profitability of insurance brokerage companies, with a particular focus on ASK Gras Savoye Central Africa. This topic is important in a sector where customer retention is a strategic lever not only for ensuring financial stability but also for gaining competitiveness. The analysis was based on a mixed methodology, combining questionnaires, interviews, and internal company data. The results show that customer loyalty significantly influences the profitability of ASK Gras Savoye Central Africa. In particular, loyal customers generate higher premium volumes and help reduce the costs of prospecting for new customers. However, issues such as claims processing speed, personalized offers, and proactive communication deserve increased attention to maximize the customer experience. The recommendations highlight concrete actions to improve customer satisfaction and engagement, such as partially automating claims management, developing customized solutions for businesses, and implementing a structured loyalty program. Furthermore, proactive and regular communication, coupled with post-claims follow-up, is recommended to strengthen customer relationships. In conclusion, this article proposes strategies aligned with customer expectations and ASK Gras Savoye Central Africa’s organizational objectives, while highlighting opportunities for optimizing internal processes to ensure sustainable growth.
