E-RELATIONSHIP MARKETING BY CLOSED MEMBER AREAS IN THE GERMAN HEALTH INSURANCE INDUSTRY

Salmi Said, Dirk Frosch-Wilke, Hilke Spoerel

2007

Abstract

German compulsory health insurance companies are in intense rivalry and for most of these companies customer loyalty is a critical success factor. E-Relationship marketing as a basic concept in business field is constantly on improving new means of managing customer relationship. The marketing departments in the health insurance industry have developed different tools of attracting their customers. One of the new strategies that are used today by industries in general and compulsory as well as private health insurances in particular is the implementation of an online closed member area that offers exclusively some benefits for their customers in order to create a long term customer relationship. For this reason we have benchmarked different national and international closed member areas of some health insurances. Using these results, we have developed a concept of an effective closed member area for a German health insurance as a part of the customer loyalty policy of this company. In fact, implementing this closed member area by a health insurance company will be very helpful in enhancing a long-term customer relationship and maintaining the competitive policy of that company.

Paper Citation

in Harvard Style

Said S., Frosch-Wilke D. and Spoerel H. (2007). E-RELATIONSHIP MARKETING BY CLOSED MEMBER AREAS IN THE GERMAN HEALTH INSURANCE INDUSTRY . In Proceedings of the Third International Conference on Web Information Systems and Technologies - Volume 3: WEBIST, ISBN 978-972-8865-79-5, pages 135-140. DOI: 10.5220/0001276501350140

in Bibtex Style

@conference{webist07,
author={Salmi Said and Dirk Frosch-Wilke and Hilke Spoerel},
title={E-RELATIONSHIP MARKETING BY CLOSED MEMBER AREAS IN THE GERMAN HEALTH INSURANCE INDUSTRY},
booktitle={Proceedings of the Third International Conference on Web Information Systems and Technologies - Volume 3: WEBIST,},
year={2007},
pages={135-140},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001276501350140},
isbn={978-972-8865-79-5},
}

in EndNote Style

TY - CONF
JO - Proceedings of the Third International Conference on Web Information Systems and Technologies - Volume 3: WEBIST,
TI - E-RELATIONSHIP MARKETING BY CLOSED MEMBER AREAS IN THE GERMAN HEALTH INSURANCE INDUSTRY
SN - 978-972-8865-79-5
AU - Said S.
AU - Frosch-Wilke D.
AU - Spoerel H.
PY - 2007
SP - 135
EP - 140
DO - 10.5220/0001276501350140