Volume : 5, Issue : 7, July - 2016

IDENTIFICATION OF DIMENSIONS OF CUSTOMER RELATIONSHIP IN LIFE INSURANCE CORPORATION

Dr T. Narayanamma

Abstract :

<p>&nbsp;Definitions of customer relationship management emphasize a longer-term perspective focusing on retaining customers rather than acquiring customers. As competition becomes more and more intense in the insurance sector, customer relationship management has become a more effective strategy in promoting satisfaction and loyalty of customers. Although there still exists discussion on which dimensions influence relationship, prior conceptualizations mainly emphasize on a critical importance of trust, commitment and quality to be the indicators of higher order relationship.</p>