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Keywords: Insurance companies
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Journal Articles
A US health plan company’s approach to consumer loyalty: Strategies for increasing customer retention
Available to Purchase
Journal:
Strategic Direction
Strategic Direction (2003) 19 (5): 16–18.
Published: 01 June 2003
... 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...
