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The Influence Of Customer Relationship Management To Customer Satisfaction And Retention In Propery And Casualty Insurance, Brooke Ellen Lyttle
The Influence Of Customer Relationship Management To Customer Satisfaction And Retention In Propery And Casualty Insurance, Brooke Ellen Lyttle
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Customer relationship management (CRM) emerged in the 1990's, promising to revolutionize the business and customer dynamic. At present, CRM has yet to live up to its promise of individualized customer relationships with carefully targeted customers. In property and casualty insurance, customer and insurer relationships are important. It is more cost effective to retain current customers than to acquire new ones. This thesis explores the history of CRM and how its proper implementation can help identify areas of customer satisfaction and retention in the property and casualty insurance industry. Data were collected from a regional property and casualty insurer and analyzed …