IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON FIRM PERFORMANCE: EMPIRICAL INVESTIGATION OF INSURANCE PROVIDERS IN PAKISTAN

Ahsan Javaid and Nosheen Nawaz
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Ahsan Javaid: Lecturer, Noon Business School, University of Sargodha, Pakistan
Nosheen Nawaz: Lecturer, Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur, Pakistan NAIN TARA

Bulletin of Business and Economics (BBE), 2021, vol. 10, issue 4, 64-75

Abstract: The most significant challenge for any firm today in the era of competition is to create and sustain relationships with its customers to increase profit. By lowering costs and improving product quality, the company establishes and maintains relationships with customers. Hereafter, this study aims to evaluate the impact of customer relationships on the organization’s performance in insurance companies. The quantitative approach has been used for this study. The population selected for this study comprises team players of insurance companies of Pakistan and the sample size selected for this study was 300 respondents. The software used for the analysis was SPSS and CFA. It is concluded that customer relationship management has a positive impact on the organization's performance, with employee performance and customer handling mediating the relationship of CRM and organization performance.

Keywords: SMEs; Innovation; Performance; Capabilities (search for similar items in EconPapers)
JEL-codes: L25 O30 (search for similar items in EconPapers)
Date: 2021
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