The Role of Electronic Customer Relationship Management (E-CRM) in Enhancing Customer Loyalty: Insights from the Insurance Industry
نویسندگان
1 PhD Student, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran. Assistant
2 Assistant Professor, Department of Business Management, Astara Branch, Islamic Azad University, Astara,Iran
3 Assistant Professor, Department of Business Management, Roudbar Branch, Islamic Azad University, Roudbar,Iran.
doi
چکیده
This research investigates the impact of Electronic Customer Relationship Management (E-CRM) on customer loyalty in the insurance sector, with a focus on Parsian Insurance. Employing a mixed-method approach, the study identifies critical E-CRM components—service customization, ease of use, data security, and multichannel communication—and evaluates their direct and indirect effects on loyalty drivers such as satisfaction, trust, and brand attachment. Findings reveal that multichannel communication has the strongest impact, both directly and indirectly, emphasizing the importance of integrated digital interactions. Service customization also plays a significant role in fostering emotional and cognitive loyalty. The study highlights the potential of E-CRM to enhance customer relationships and sustain competitive advantage in the digital era. However, challenges such as data security and system integration require careful management. These insights offer practical strategies for insurers to improve customer retention and engagement through effective E-CRM implementation.
