Customer Relationship Management Strategies and Organizational Performance A case of Insurance Company of East Africa Lion of Kenya (ICEALION) Mombasa.
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Date
2016
Authors
Ngala, Musyoka
Orwa, Bula Hannah
Journal Title
Journal ISSN
Volume Title
Publisher
Contemporary Research Center
Abstract
In every organization the bottom-line is always maximizing profits at the same time retaining the
existing and acquiring new customers. CRM is one of the best tools being used in making customer
relations solid and enhancing consumer loyalty thus making re-buy behavior a frequent aspect in
consumers` minds. This research project aims at providing a deeper insight on CRM
implementation and its effect on company performance specifically in the insurance industry. The
insurance industry in various countries around the world is in different stages of their
organizational performance, the importance of CRM practices in the achievement of organizational
performance has been highlighted in many studies. The purposes of this study are to propose
Customer Relationship Management (CRM) and Organizational Performance (OP) model for
ICEALION insurance. This research is to investigate what CRM contributes to OP in the insurance
industry
Customers have become crucial for every organization. Due to the competitive environment,
customer relationship management (CRM) is one of the important business strategies for
companies. Insurance firms can benefit from focusing and concentrating on Customer Relationship
Management. There is a stiff competition in the insurance industry in Kenya, so insurance firms try
to reform their strategies and process to achieve competitive advantage. The customers are an
important element that helps the insurance firms to achieve this objective. Insurances try to notice
the customer’s requirements and needs for satisfying their customers. Insurance firms went through
reform from product orientation to customer orientation. More importantly, the banks realized that
building long-term relationship with their customer is crucial for achieving sustainable competitive
advantage and improving performance. This study examined the link between customer relationship
management and different measures of performance on the insurance sector. Data were collected
from the insurance firm (ICEALION). Based on extensive review of literature, the sub processes in
implementing CRM were extracted and also key sub elements of CRM applied to performance. The
results indicated that CRM processes are associated with insurance firm’s performance.
Description
Research Article
Keywords
Citation
International Journal of Education and Research Vol. 4 No. 1 January 2016