A US health plan company’s approach to consumer loyalty: Strategies for increasing customer retention Available to Purchase

Although marketers in service industries face similar challenges to those in manufacturing, their approach to tackling these challenges can often be very different. A major US health insurance company has successfully applied conventional market segmentation techniques to better understand its customers’ needs, which in turn assisted in improving customer loyalty and increasing member retention. The loyalty research has also helped position the company to respond to the increasing tide of consumerism in the healthcare industry.