SATISSFACTION OF CUSTOMERS THROUGH CRM;OFFICIAL'PERCEPTION

biswa mohan dash

Abstract


Since the initiation of liberalization, privatization and globalization, successive governments have tried to keep pace with a rapidly changing global scenario. The doors for private participation were opened in a number of sensitive sectors, insurance being one of them. For the past few decades, insurance was looked upon as a tax-saving investment product. While the opportunity for the players is the huge untapped potential, the challenge is to establish a long-term reputation, also to serve the customers in a sophisticated way by introducing the innovative offerings to upgrade the customer satisfaction. This research study is the based on impact of customer relationship management practices on insurance sector in odisha market. In this study customer’s opinions have been collected from the insurance officials through a structured questionnaire to understand the effectiveness of CRM implementation in relation to the companies like AVIVA, LIC of India, ICICIprudential, Birla sun life and Reliance. Here to measure the customer satisfaction gained by above insurers, factor analysis and t test have been used considering the factors of retention.

Key words:  integrity, retaining customers, value proposition, innovative offerings,customer satisfaction.


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ISSN : 2251-1547