The Influence of Customer Relationship Management on Customer Retention in the Insurance Sector, Malaysia


Liew Xing, Syriac Nellikunnel Devasia

 INTI International University, Persiaran Perdana BBN, Putra Nilai

71800 Nilai, Negeri Sembilan, Malaysia


Corresponding author:

Abstract:Insurance is the service sector where competition is stiff to attract new or retain the current customers among insurance organizations. Customer relationship management (CRM) is the strategy what helps the insurance organizations to adapt to be competitive in the insurance industry. CRM helps the insurance organizations to retain the customers through the CRM practice to concentrate on the need of individual customers in the long-term period and contributes a lot to customer satisfaction, loyalty, and retention. This research objective is to examine the effects of customer relationship management on customer retention in the insurance industry of Kuala Lumpur, Malaysia. The researcher adopted the CRM dimensions which are customer orientation, knowledge management, CRM organization and CRM technology as independent variables to examine its effects on customer retention. 

KeywordsCustomer Relationship Management (CRM), customer orientation, knowledge management, CRM organization, CRM technology, customer retention in insurance industry.