GCIC Is an Insurance Company That Believes Customers Form Relationships

Multiple Choice

GCIC is an insurance company that believes customers form relationships with companies as opposed to companies merely conducting individual transactions with customers. For this reason, GCIC is considering a program of rewarding 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 would be. Which of the following is GCIC considering implementing?

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