Les facteurs de réussite du marketing relationnel dans le secteur de l'assurance: Une analyse des relations partenariales d'Allianz

Ulrike Mayrhofer () and Claire Roederer ()
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Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Claire Roederer: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School

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Abstract: This article concerns the application of key success factors of relationship marketing in the private parties' insurance sector. The authors emphasise the important role of relationships established by insurance companies with their partners (insurance agents, brokers, etc.) for such a policy. They show that relationship marketing principles can provide a real competitive advantage to insurance companies. The empirical study is based on a case-study of the French subsidiary of the German Allianz group, which is the European leader in the field of insurance and financial services.

Keywords: Relationship marketing; insurance; Marketing relationnel; distribution; assurance (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2011, 63, pp.61-72

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00684412

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