USAA Is an Insurance Company That Believes Customers Form Relationships

Multiple Choice

USAA is an insurance company that believes customers form relationships with companies as opposed to companies merely conducting individual transactions with customers. For this reason, USAA rewards loyal customers in the form of dividends at the end of each year. The longer a customer has been with the company, the greater the dividend received. USAA is implementing _____.

A) consumer value management (CVM)
B) hedonic value
C) marketing relationship management (MRM)
D) customer relationship management (CRM)
E) relationship quality management (RQM)