The Impact of Customer Relationship Management (CRM) on Brand Equity (The Case of Nile Insurance Company (S.C.)
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Date
2016-06
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Addis Ababa University
Abstract
The main objective of the study is to examine the impact of Customer relationship management
on brand equity in one of the private insurance companies in Ethiopia Nile Insurance share
Company. The research is descriptive and correlational and done using both qualitative and
quantitative data collected through self administered questionnaire and interview. The research
is conducted on 348 respondents drawn from Nile Insurance S.C clients who reside in Addis
Ababa and interview is conducted with five management staffs of the company. Both descriptive
and inferential statistics was used to analyze the data collected through questionnaire
descriptive statistics was used to summarize demographic data of respondents, Principal
component analysis was used to extract components and multiple regression analysis is used to
examine the impact of CRM components on brand equity. The result of the study reveals that
CRM has a positive and significant impact on brand equity. Therefore it is recommended that
insurance companies should give emphasis to Customer relationship management as a strategic
tool to enhance their brand equity which helps to gain value from customers
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Keywords
private insurance, Customer relationship management, brand equity