Quality of eCRM Services and Customer Satisfaction in Life Insurance Sector in India

Purpose: The purpose of this paper is to examine the quality of electronic Customer Relationship Management (eCRM) services offered by life insurance companies in India and also measure the impact of eCRM services on the level of customer satisfaction. Design/Methodology/Approach: This study was exploratory cum descriptive innature. Policyholders of five life insurance companies were considered as sample. The primary data were obtained from 100 policy holders of the selected life insurancecompanies of India. These policy holders were selected from Western India. Secondary data were collected from the reference books, published journals, annual reports etc. The responses from the respondents were coded and tabulated in SPSS. For the data analysis simple and advanced statistical tools were used. On the basis of the analysis and interpretation of the collected data, conclusion has been drawn. Findings: On the basis of security, convenience, easy to use, reliability, responsiveness,competence and product portfolio the study concluded that all the service quality dimensions of eCRM services were found to have positive gap, implying the policyholder’s expectations regarding the eCRM services in life insurance sector of India were met by the selected life insurance companies of India. The result indicated that theattributes of security, convenience and easy to use had been identified by the respondents to be the most important dimensions of eCRM services quality in lifeinsurance sector in India. Research Limitations/Implications: The study is totally based on the sample opinion and published data on life insurance companies in India. The analysis is based on the general answers given by the respondents and the information collected; however, the knowledge of the respondents about eCRM may differ. The quality of eCRM services and overall satisfaction needs to be measured on a large dataset. This study is based on small number of population, therefore, outcomes of the study may not be generalised. Practical Implication: There is a positive significant influence of eCRM services offered by selected life insurance companies of India on the overall customer satisfaction. Security is consistently the most important determinant of service quality. Originality/Value: eCRM technologies are playing a significant role for enhancing the customer satisfaction and better service quality. The study indicated that eCRM services have significant influence on overall customer satisfaction.

Keywords:

Electronic Customer Relationship Management , Quality of Service , Customer Satisfaction , Life Insurance Companies