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Exploring the relationship between trust, commitment and customer loyalty through the intervening role of customer relationship management (CRM).

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dc.contributor.author Roberts-Lombard, Mornay
dc.date.accessioned 2012-10-30T19:50:54Z
dc.date.available 2012-10-30T19:50:54Z
dc.date.issued 2012
dc.identifier.citation Roberts-Lombard, M. 2012. Exploring the relationship between trust, commitment and customer loyalty through the intervening role of customer relationship management (CRM). African Journal of Business Management, 6(10):3803-3816. en_US
dc.identifier.issn 1993-8233
dc.identifier.uri http://hdl.handle.net/10210/7962
dc.description.abstract 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. en_US
dc.language.iso en en_US
dc.publisher Academic Journals en_US
dc.rights © Academic Journals. 2012. Available online at http://www.academicjournals.org/AJBM. DOI: 10.5897/AJBM11.2562 en_US
dc.subject Customer relationship management en_US
dc.subject CRM en_US
dc.subject Short-term insurance industry - South Africa - Gauteng en_US
dc.subject Customer loyalty en_US
dc.subject Trust en_US
dc.subject Commitment en_US
dc.title Exploring the relationship between trust, commitment and customer loyalty through the intervening role of customer relationship management (CRM). en_US
dc.type Article en_US


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