TITLE
"The Insurer Selection Process by Independent Insurance Agents," Journal of Insurance Issues, Donald W. Haridgree and Vince Howe. January 1990, Vol. XIII, No. 1, pp. 27-46.

ABSTRACT
The selection of an additional insurer for the independent agency’s product mix is becoming an increasingly important issue in light of the changing distribution channels for insurance products.. The relative importance of various insurance company characteristics to independent insurance agents was investigated in this paper. Conjoint Analysis was used to analyze agents’ preferences inferred from a ranking type of experiment. Hypothetical insurers were presented to the agents, who then ranked the insurer alternatives in order of their preferences. Pricing structure was found to be the most important factor to agents when selecting an additional insurer, with administrative service and claims service virtually tied for second most important in the selection process.