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The influence of customer relationship management on customer loyalty at a South African life insurance company
Author(s)
Madubanya, Peter Petrus Malesela
Date Issued
2015
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
This thesis is prompted by the discussions around Customer Relationship
Management (CRM) in the financial industry and life insurance companies in
particular. The study seeks to gain better understanding of the influence that CRM
has on Customer Loyalty in a selected South African life insurance company. While
CRM has been approached by academics and practitioners from different
perspectives, literature seems to be viewed as inconsistent and fragmented on this
concept. The concept of CRM is a new approach by management in South Africa and
it is due to this fact that there are not sufficient studies on it.
The purpose of this thesis is to investigate the influence of Customer Relationship
Management on customer loyalty in Metropolitan. To achieve this purpose, a
questionnaire was distributed amongst selected Metropolitan customer service
offices nationally and a selected number of customers were approached to
participate in the study. The findings show that Customer Relationship Management has an influence on customer loyalty and that Metropolitan does employ the principles of Customer Relationship Management.
Management (CRM) in the financial industry and life insurance companies in
particular. The study seeks to gain better understanding of the influence that CRM
has on Customer Loyalty in a selected South African life insurance company. While
CRM has been approached by academics and practitioners from different
perspectives, literature seems to be viewed as inconsistent and fragmented on this
concept. The concept of CRM is a new approach by management in South Africa and
it is due to this fact that there are not sufficient studies on it.
The purpose of this thesis is to investigate the influence of Customer Relationship
Management on customer loyalty in Metropolitan. To achieve this purpose, a
questionnaire was distributed amongst selected Metropolitan customer service
offices nationally and a selected number of customers were approached to
participate in the study. The findings show that Customer Relationship Management has an influence on customer loyalty and that Metropolitan does employ the principles of Customer Relationship Management.
Additional information
Thesis (MTech (Business Administration))--Cape Peninsula University of Technology.
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191034878_Madubanya_PPM_MTech_Bus_Admin_Bus_2016.pdf
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Thesis
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