Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.12306/9786
Title: Customer relationship management and business performance in selected insurance companies in selected districts in central, Uganda
Authors: Gitau Wambui, Diana
Keywords: Customer relationship management
Business performance
Insurance companies
Districts in central
Uganda
Issue Date: Jun-2013
Publisher: Kampala International University, College of Economics and Management
Abstract: The study established relationship between customer relationship management and business performance in selected insurance companies in selected districts in central, Uganda. The study was guided by four objectives, (i) profile of respondents (ii) extent of customer relationship management (iii)) level of business performance and (iv) whether there was significant relationship in the extent of customer relationship management and level of business performance in selected insurance companies in selected districts, central Uganda. A survey design was used specifically descriptive correlation and descriptive comparative. Data were collected from 109 respondents using self-administered questionnaires as the key data collection instruments. The findings revealed that customer relations was very high customer relationship management, high level of business performance, and no significant relationship between customer relationship management and level of business perfo1mance was established, accepting the Null hypothesis. From the above findings appropriate conclusions, recommendations and areas for further research were made. Conclusions were made regarding various research objectives (i) on profile of respondents, majority were of age group 20-39 (61 %), Gender (67%) male and (33%) female, (84%) of respondents were married, (80%) of respondents had university degrees, and 61 % of respondents had working experience of above 8 years. (ii) Very high customer relations strategies were used according to respondents (mean 3.70) (iii) High level of Business productivity was established (mean 3.67), (v) no significant relationship between customer relations and productivity was established (r= 0.280, sig. = 0.033) and regression indicated by a high Adjusted R2 of 0.048 was established. recommendations based on the findings were that, selected insurance companies should; (i) develop marketing plans, (ii) improve branding, (iii)develop proper packaging (iv) improve marketing communications (v) segment and target markets (vi) improve on their distribution strategy, (vii) improve product strategy management, (viii) innovativeness and creativity be improved (ix) carry out marketing research (x) improve on completive intelligence (xi) develop quality products and services (xii) and establish good relationships with customers. Areas of further research were_ suggested as impact of new marketing communications technologies (ICTS) on communication effectiveness, further research on branding and level of performance was also suggested.
Description: A Research Report Presented to the College of Economics and Management for the Award of Bachelor of Business Administration (Marketing Option) Degree of Kampala International University
URI: http://hdl.handle.net/20.500.12306/9786
Appears in Collections:Bachelor of Business Administration (BBA)

Files in This Item:
File Description SizeFormat 
img-0041 Uploaded.pdfFull Text1.42 MBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.