Influence of Customer Relationship Management on Customers’ Retention in the Insurance Industry in Accra, Ghana (Published)
The study examines the influence of customer relationship management on customers’ retention in the insurance industry in Accra, Ghana. The objective of the study was to examine the relationship between customer relationship management and customers’ satisfaction in the insurance industry in Accra, Ghana; to determine the relationship between customer relationship management and customers’ retention in the insurance industry in Accra, Ghana and; to identify the challenges obstructing customer relationship management’s strategies in the insurance industry in Accra, Ghana. Convenience sampling technique was used to gather data form a sample of 200 customers of insurance firms in Accra, Ghana, using structured interview guide and data analyses carried out using SPSS version 20. The findings of the study showed a direct effect of customer relationship management on customers’ satisfaction. Also, the study revealed a significant positive relationship between customer relationship management and customers’ retention. Based on these findings, the study recommends that the insurance industry in Accra, Ghana, should continue to deliver excellent customer service to customers in order to keep satisfying them. This can be achieved by understanding their expectations and meeting them. More so, the study recommends insurance firms in Accra, Ghana, to continue to deliver value laden-relationships with customers in order to keep retaining them since retention is key in any given competitive business environment.
Keywords: Customer Relationship Management, Customer Satisfaction, Customer Service, Customer retention
CUSTOMER RELATIONSHIP MANAGEMENT FOR BRAND COMMITMENT AND BRAND LOYALTY (Published)
This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banks’customers brand commitment and loyalty behaviours. However, continuance loyalty weighted highly positive on customer advocacy behaviourthan affective loyalty. Conclusions: the study concluded that customer relationship management strategy helps in winning customers brand commitment and loyalty. Thus, continuance factors are suitable for predictingadvocacy intentions of customers of Nigerian banks. Recommendations: the study recommended for strategicpolicy makers in the Nigeria financial sectorto improve on their firms’CRM infrastructure in order to continually meet customers’ expectations.
Keywords: Customer Relationship Management, Loyalty, brand commitment, customer advocacy
CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM: A CASE STUDY OF FLOOR MILLS IN BAHAWALPUR DISTRICT (Published)
Introduction: Customer Relationship Management is the big issue in business world because the business and growth of every firms depends upon it. It is very important field that needs in-depth analysis. The author has intended to investigate it in this research paper. Objective: The objective of this research paper is to analyze the Customer Relationship Management in Flour mills of Bahawalpur and how these mills are managing their customer relations strategically. Methodology: This is an exploratory research in which deductive approach has been applied. Structured questionnaire technique has been used for data collection. Findings: The study concludes that CRM is being well strategized for the long term as it is formulated, implemented and practiced in a systematic manner. Contribution: This study can be useful in studying the customer relationship practices in other flour mills of Pakistan as this study provides basis for further research.
Keywords: Customer Relationship Management, Customer Relationship Strategy., Flour Mills