Burkhardt J, Steul-Fischer M (2013)
Publication Language: German
Publication Type: Journal article
Publication year: 2013
Publisher: Springer Verlag
Book Volume: 102
Pages Range: 473-490
Journal Issue: 5
DOI: 10.1007/s12297-013-0238-2
Due to changing customer demands Social Networks become increasingly important in insurance business life. This study provides a comprehensive analysis of both the traditional and new approaches of Social Network research. Based on this analysis we present categorized implications that show evidence for future research. We take up the research question from the category "communication and marketing" in order to experimentally investigate different kinds of customer communication in Social Networks. Our results show that the kind of customer communication has an impact on the willingness to comply. Thus, the kind of customer communication could be a critical criterion for the success of an insurance company in Social Networks. © 2013 Springer-Verlag Berlin Heidelberg. Literatur:.
APA:
Burkhardt, J., & Steul-Fischer, M. (2013). Versicherungsunternehmen in Social Networks - Ein Überblick über aktuelle Forschungsfelder und eine experimentelle Studie zur Kundenansprache. Zeitschrift für die gesamte Versicherungswissenschaft, 102(5), 473-490. https://doi.org/10.1007/s12297-013-0238-2
MLA:
Burkhardt, Jörg, and Martina Steul-Fischer. "Versicherungsunternehmen in Social Networks - Ein Überblick über aktuelle Forschungsfelder und eine experimentelle Studie zur Kundenansprache." Zeitschrift für die gesamte Versicherungswissenschaft 102.5 (2013): 473-490.
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