The Influence of Customer Relationship Management on Customer Retention in the Insurance Sector, Malaysia

Xing, Liew and Syriac, Nellikunnel Devasia (2019) The Influence of Customer Relationship Management on Customer Retention in the Insurance Sector, Malaysia. INTI JOURNAL, 2019 (47). ISSN e2600-7920

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: Customer Relationship Management (CRM), customer orientation, knowledge management, CRM organization, CRM technology, customer retention in insurance industry
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business, Communications & Law
Depositing User: Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited: 20 Nov 2019 06:26
Last Modified: 20 Nov 2019 06:26
URI: http://eprints.intimal.edu.my/id/eprint/1321

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