The Impact of Customer Knowledge and Customer Relationship Management in the Quality of Services in the Insurance Company Sarmad

Payam Nazeri,Ali Tajdin

doi:10.22158/rem.v2n4p46

Abstract

The aim of this study was to evaluate the effect of customer knowledge and customer relationship management in the quality of services in the Sarmad insurance. The method used in this research is correlation. Therefore, in this study, all members of the community population are an insurance company Sarmad, 214 people were randomly chosen. Data collection tools include questionnaire, customer knowledge, quality of service and customer relationship management. After scoring questionnaire and data extraction with spss and the effect of customer knowledge and customer relationship management in service quality of Sarmad Insurance Company had been shown with statistical test.

Highlights

Nowadays customer knowledge is one of the most important resources for innovation, but organizations for effective use of customer knowledge must improve its capacity to absorb this knowledge
Based on a review of relevant literature, this study found that CRM aims to improve the relationship between companies and their customers by managing CRM activities, such as customer identification, attraction, retention, and development in order to enhance the profitability. 2.3 Service Quality The current global market is highly competitive, and service providers have become much more focused on achieving high levels of customer satisfaction by offering excellent service quality
This implies that if a salesperson is equipped with professional knowledge and excellent communication skills, the service quality will increase; while good product quality and customer service can increase customer satisfaction and eventually enhance service quality

Summary

Introduction

Nowadays customer knowledge is one of the most important resources for innovation, but organizations for effective use of customer knowledge must improve its capacity to absorb this knowledge. Because the acquisition and use of customer knowledge is as easy as possible and any information and knowledge to create value will not be. Nowadays the efforts of organizations in addition to knowing “what you know” to know “what the customer knows” is focused. For a long time the common term used to express the willingness of companies to communicate with all customers have been. In this regard can be said to be a great thing what companies that have managed effectively attract your customers, services provided to them to be www.scholink.org/ojs/index.php/rem

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