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CRM Scale Development and Validation in Indian Insurance Sector

Author

Listed:
  • Agariya, Arun Kumar

    (ABV-Indian Institute of Information Technology & Management)

  • Singh, Deepali

    (ABV-Indian Institute of Information Technology & Management)

Abstract

This research study aims at developing and validating CRM scale for Indian insurance sector. A robust scale development methodology is followed which ultimately results into Six-factor CRM scale comprising of claim payment security, product knowledge, personalization, transparency in product selling and service quality. The generalizability of the proposed scale can be tested by replicating the study in other nations. The proposed scale will serve as a strategic tool for effective and efficient pre and post CRM implementation outcomes. Apart from this it can also be used to identify the opportunities and bottleneck areas requiring attention. A fair amount of research studies have been done in Indian insurance sector but no such study is catered towards proposing a comprehensive measure of CRM effectiveness. In this direction this study aims to bridge this gap in the existing literature.

Suggested Citation

  • Agariya, Arun Kumar & Singh, Deepali, 2012. "CRM Scale Development and Validation in Indian Insurance Sector," Journal of Internet Banking and Commerce, , vol. 17(2), pages 01-21, August.
    • Handle: RePEc:ris:joibac:0347
    as

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    More about this item

    Keywords

    CRM scale; Indian insurance sector; CRM implementation; Strategic tool;
    All these keywords.

    JEL classification:

    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies

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