Exploring the Factors Affecting the Successful Implementation of Customer Relationship Management in Insurance Sector

The present paper focuses on exploring the factors affecting the successful implementation of Customer Relationship Management (CRM) in General Insurance Sector of Jammu city of J&K State. Purposive judgement sampling technique was used to collect the primary data. Four General Insurance Companies with 333 employees operating in Jammu city were contacted, out of which 305 employees responded. Exploratory factor analysis, confirmatory factor analyses and structural equation modeling was used to test the hypotheses. Results showed that customer satisfaction, trust, service quality, communication & knowledgeability significantly and positively influence the effective implementation of Customer Relationship Management. The limitations of the study and suggestions for future research studies are also discussed in the present research paper.