Influence Of Customer Relationship Management Towards Customer Loyalty with Mediating Factor Customer Satisfaction in Insurances Sector

CRM is an integration of the three things i.e. people, processes and technology, which seeks for understanding the
customers of and by the company's customers. CRM has seen various changes as there is advancement in IT and the organizational changes in process which is customer-centric. Organisation which implement the CRM properly would get the rewards to the firm in form of customer loyalty and profitability in the long run. But still the many
companies are not able to implement this successful due to they do not understand that the CRM importance for the
company. CRM is nowadays considered as a trend in the business, which is entailed for securing and maintaining
the competitive advantage and market share in the industry. This research is an attempt, which is made for examining
the performance and the effect of the CRM performance on the customer satisfaction and loyalty. CRM determines
strategically, operationally, analytically and collaboratively. The benefits of the CRM can be connected for enhancement the ability to target profitable customers, enhanced efficiency and effectiveness of the sales force,
integrating the assistance throughout the channels, improving pricing, customized products and services, improves the efficiency of the customer service and also improves its effectiveness. This papers reviews literature on CRM, by focusing its impact on customer satisfaction and loyalty.