A STUDY ON VARIOUS FACTORS AFFECTING THE IMPLEMENTATION OF CRM (AGENT’S PERSPECTIVE) IN EAST GODAVARI DISTRICT, AP.

Manikya Jyothirmai N, Prof. Vijaya Kumar P

Abstract


This article is an effort to study the various factors affecting the implementation of CRM while marketing the life insurance products in East Godavari District of Andhra Pradesh, India.

Relationship marketing is widely accepted today as a philosophy and set of practices by both academicians and practitioners. The crux of the relationship-marketing paradigm relies on the accepted fact that procuring new clients is costlier than serving existing clients and making the most of the existing customers is a must for enhanced profitability for longer periods.

The study is an empirical design, which utilizes responses of structured questionnaire of 480 respondents from public and private Life insurance companies to explore the ranking of various factors and their impact on marketing the Life insurance products from the agents’ perspective. The study focuses on the ten factors that influences CRM implementation and the agent’s opinion on the influence of these factors and their own organization’s performance of these factors were analyzed.  The comparison of their perspectives of importance of factors and organizational ranking will provide an insight into the gaps in CRM design and implementation.

It was found that most of the factors considered for study were either considered to be very important or important by the agents. The factors involving customer dimensions, organizational dimensions and Customer database management are accepted to be important factors reflecting on the awareness among the agents about the significance of these factors.


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ISSN : 2251-1547