The Influence of Customer Relationship Management on Customer Retention in the Insurance Sector, Malaysia
Insurance is the service sector where competition is stiff to attract new or retain the current customers among insurance organizations. Customer relationship management (CRM) is the strategy what helps the insurance organizations to adapt to be competitive in the insurance industry. CRM helps the i...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2019
|
| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1321/1/ij2019_47.pdf http://eprints.intimal.edu.my/1321/ https://intijournal.intimal.edu.my |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | INTI International University |
| Language: | English |
| Summary: | Insurance is the service sector where competition is stiff to attract new or retain the current customers among insurance organizations. Customer relationship management (CRM) is the strategy what helps the insurance organizations to adapt to be competitive in the insurance industry. CRM helps the insurance organizations to retain the customers through the CRM practice to concentrate on the need of individual customers in the long-term period and contributes a lot to customer satisfaction, loyalty, and retention. This research objective is to examine the effects of customer relationship management on customer retention in the insurance industry of Kuala Lumpur, Malaysia. The researcher adopted the CRM dimensions which are customer orientation, knowledge management, CRM organization and CRM technology as independent variables to examine its effects on customer retention. |
|---|