Abstract
This study aims to find out if there is any relationship between customer relationship management and organisational performance in the Nigerian insurance industry. Relevant literature was reviewed and a model was conceptualised and tested by means of empirical data collected through a questionnaire survey. The findings confirm that there is a positive relationship between customer relationship management and organisational performance. It was also found that companies image and branch network intervene in the relationship between CRM and organisational performance. The study made significant contribution to knowledge by identifying the CRM variables that enhance organisational performance. The study recommended that insurance companies should improve on their CRM practices in order to enhance organisational performance. It is also recommended that a stakeholder’s forum should be organised regularly in order to bridge the communication gap between the staff and customers so that their perceptions can be synchronised.
Published Version
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