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The widespread adoption and entrenchment of online price comparison sites as a customer acquisition route by insurance companies, coupled with rapidly increasing use of such sites by consumers has had a profound effect on the profi tability dynamics of the UK general insurance market. This paper discusses the emergence of price comparison sites and examines their effectiveness in acquiring and retaining customers. Drawing on case study fi gures and using a hypothetical model, the longer-termdoi:10.1057/dddmp.2010.37 fatcat:cvar4q4okvhhrdta4fcbn6ogn4