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Impact Of Customer Relationship Management On Firm Performance: Empirical Investigation Of Insurance Providers In Pakistan

Author

Listed:
  • 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
    Lecturer, Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur, Pakistan MOHSIN ALTAF
    Lahore Business School, The University of Lahore, Pakistan)

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.

Suggested Citation

  • Ahsan Javaid & Nosheen Nawaz, 2021. "Impact Of Customer Relationship Management On Firm Performance: Empirical Investigation Of Insurance Providers In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(4), pages 64-75, December.
    • Handle: RePEc:rfh:bbejor:v:10:y:2021:i:4:p:64-75
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    References listed on IDEAS

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    More about this item

    Keywords

    SMEs; Innovation; Performance; Capabilities;
    All these keywords.

    JEL classification:

    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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