Decision Criteria : In the B2B Swedish Insurance Industry

Sammanfattning: This study examines decision criteria in the business insurance sector. Decision criteria can be used to evaluate and compare and evaluate offers before taking a purchasing decision. The research identifies key decision criteria that small and medium-sized enterprises (SMEs) in Sweden use to compare and evaluate B2B insurances before taking a purchasing decision. This leads to the understanding of criteria affecting customer preference. The criteria quality, performance, reliability, flexibility and deductible are included.   The result showed that there is a relationship between performance, flexibility, reliability and customer preference. These criteria affect customer preference and thereby also the choice of business insurance provider. No relationship between deductible, quality and customer preference was detected. The study concludes that flexibility, performance and reliability are key decision criteria business customers use to compare and evaluate B2B insurances. It is suggested that insurance companies emphasize these criteria in their sales and marketing efforts in order to gain competitive advantage.