EFFECT OF DIGITAL CUSTOMER RELATIONSHIP PRACTICES ON PERFORMANCE OF INSURANCE SECTOR

Dr. Ben Kajwang PhD ()

International Journal of Strategic Marketing Practice, 2022, vol. 4, issue 1, 1 -11

Abstract: Purpose: Customer relationship management may be traced back to the core of all business theories, which agree that all aspects of a company's operations must be centered on its clients and patrons. In point of fact, it came to the conclusion that maintaining a steady flow of new business is essential to maximizing profits. Furthermore, it went on to assert that providing high-caliber customer service is one of the important factors that establishes a company's reputation for dependability. The goal of the research is to determine the effect of digital customer relationship practices on performance of the insurance sector. Methodology: This was executed through the use of a desktop literature review. The use of Google Scholar was utilized in order to locate seminal references and journal articles that were pertinent to the study. Papers that were published within the past ten years were used in order to meet the inclusion criteria. Findings: The study results found that there is significant relationship between the digital customer relationship management marketing tactics and customer relationship quality. The research results indicate that thorough implementation of digital customer relationship management marketing efforts will heighten customer loyalty towards insurance sector. Unique contribution to theory, practice and policy: According to the findings of the study, insurance businesses should endeavor to make use of networks or digital platforms as efficient channels in order to reach genuine rapprochement with clients and construct an experience that the customer views as being amazing. As a result, performance will improve since digital customer interaction practices have a good and significant impact on the performance of the insurance sector.

Keywords: Digital Customer Relationship; Performance; Insurance Sector (search for similar items in EconPapers)
Date: 2022
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