The Impact of Customer Relationship Management (CRM) on Brand Equity (The Case of Nile Insurance Company (S.C.)
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Shiferaw, Netsanet | |
| dc.date.accessioned | 2021-05-04T08:55:31Z | |
| dc.date.accessioned | 2023-11-04T14:09:22Z | |
| dc.date.available | 2021-05-04T08:55:31Z | |
| dc.date.available | 2023-11-04T14:09:22Z | |
| dc.date.issued | 2016-06 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26292 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | private insurance | en_US |
| dc.subject | Customer relationship management | en_US |
| dc.subject | brand equity | en_US |
| dc.title | The Impact of Customer Relationship Management (CRM) on Brand Equity (The Case of Nile Insurance Company (S.C.) | en_US |
| dc.type | Thesis | en_US |