- Title
- Exploring the relationship between trust, commitment and customer loyalty through the intervening role of customer relationship management (CRM).
- Creator
- Roberts-Lombard, Mornay
- Subject
- Customer relationship management, CRM, Short-term insurance industry - South Africa - Gauteng, Customer loyalty, Trust, Commitment
- Date
- 2012
- Type
- Article
- Identifier
- uj:5865
- Identifier
- ISSN 1993-8233
- Identifier
- http://hdl.handle.net/10210/7962
- Description
- The purpose of the study is to investigate customer relationship management (CRM) and its influence on customer loyalty at selected short-term insurance providers in the Gauteng province of South Africa. The target population included all South Africans who currently have a policy with at least one of the selected short-term insurance providers in the study. The convenience sampling method was applied, and a sample of 500 respondents was selected. An interview administered questionnaire was used for the gathering of data. The study indicated that a significant negative relationship existed between commitment and CRM. It was evident that no significant relationship existed between trust and CRM. The study also revealed that a strong positive relationship existed between CRM and customer loyalty at the four selected short-term insurance providers in South Africa. Strategies were also provided for ways in which the four selected short-term insurance providers can maintain and improve their relationships with their customers in order to encourage loyalty, and therefore increase profitability.
- Publisher
- Academic Journals
- Rights
- © Academic Journals. 2012. Available online at http://www.academicjournals.org/AJBM. DOI: 10.5897/AJBM11.2562
- Full Text
- Hits: 2606
- Visitors: 1851
- Downloads: 415
Collections
Journal articles
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | CONTENT1 | PDF Document | 430 KB | Adobe Acrobat PDF | View Details Download | ||
| View Details Download | MODS | MODS Metadata | 3 KB | XML Document | View Details Download |