Análise dos fatores determinantes da rentabilidade e da lealdade dos beneficiários de plano odontológico

Abstract

The present study aims to verify the main determinants of profitability and loyalty of the beneficiaries of a particular dental plan. For that, as methodology applied to multivariate technique of Classification and Regression Trees - CART on a composite sample of the beneficiaries of the plan in question. In addition, this work describes an approach to the history of Brazil's supplemental health, the development of dental plans, the main features of the current market operators exclusively dental plans and the importance to the economic and financial health of companies, the loyalty and retention of its customers. The results showed that the time of contract is one of the main determinants of profitability and that this variable can be used to predict when the customer will leave. Another conclusion was that operator should focus on the actions of loyalty in the months of the first contract year.