Prior research provides theoretical insight into factors likely to impact the decision to mitigate such as the degree of risk aversion, the cost of market insurance, and the cost of self‐insurance. We provide empirical evidence related to several hypotheses from the self‐insurance literature on the decision to mitigate.

Prior literature presents a positive link between customer satisfaction and firms' financial outcomes, including greater revenue, profitability, and prices. However, few studies approach the topic of customer satisfaction in the insurance industry. Using a unique data set obtained from J.D. Power, we observe customer satisfaction among U.S. auto insurers and link their customer satisfaction rating to insurer profitability metrics. Our results support the notion that greater customer satisfaction leads to reduced expenses and increased profitability. A potential explanation is that more satisfied customers are more likely to remain with an insurance company and refer others to the insurer, reducing customer acquisition expenses.

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