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VOL. 10, ISSUE 6 (2024)
Impact of customer relationship management on customer retention: Evidence from the Nigerian insurance industry
Authors
Edak Atokolo
Abstract
The study investigates the impact of customer relationship management
on customers’ retention in the Nigerian insurance industry. The convenience
sampling technique was used to gather data form a sample of 200 customers of
insurance firms in Lagos, using structured interview guide and data analysis
carried out using SPSS version 20. The findings of the study showed a direct
effect of customer relationship management on customer satisfaction. Also, the
study revealed a significant positive relationship between customer
relationship management and customer retention. Conclusion, implications for
insurance managers as well as suggestions for future studies are discussed.
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Pages:29-33
How to cite this article:
Edak Atokolo "Impact of customer relationship management on customer retention: Evidence from the Nigerian insurance industry". International Journal of Commerce and Management Research, Vol 10, Issue 6, 2024, Pages 29-33
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