Description
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This book aimed to identify how reputation and trust influences the insurance decision making process, with a particular focus on insurance underwriting and broking in the London insurance market. To date, there has been limited research as to how reputation and trust interact with underwriting activities and the broking process in this specific market place. The London insurance market is a specialist market for risks which cannot be easily placed elsewhere and benefits from the close proximity of underwriters and brokers in the Square Mile of the City of London. This in turn enables underwriters and brokers to build close business relationships between market participants through face-to-face negotiations. These business relationships also allow the formation of personal relationships where trust plays an important role for underwriters or brokers when judging whether to do business with each other.
