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

Author

Listed:
  • Ulrike Mayrhofer

    (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)

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.

Suggested Citation

  • Ulrike Mayrhofer & Claire Roederer, 2011. "Les facteurs de réussite du marketing relationnel dans le secteur de l'assurance : Une analyse des relations partenariales d'Allianz," Post-Print halshs-00684412, HAL.
    • Handle: RePEc:hal:journl:halshs-00684412
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    Cited by:

    1. Mahran Meskeh & Widiane Ferchakhi, 2012. "Le marketing relationnel international des distributeurs : cas des hypermarchés français au Moyen-Orient," Post-Print halshs-00801547, HAL.

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