TABLE OF CONTENT
DECLARATION ................................................................................................................ II
APPROVAL ..................................................................................................................... III
DEDICATION .................................................................................................................. IV
ACKNOWLEDGEMENTS ............................................................................................... V
TABLE OF CONTENT .................................................................................................... VI
LIST OF TABLES ............................................................................................................ IX
ABSTRACT ....................................................................................................................... X
CHAPTER ONE ................................................................................................................. I
THE PROBLEM AND ITS SCOPE ................................................................................... I
I. I BACKGROUND OF THE STUDY ............................................................................. I
1.2 STATEMENT OF THE PROBLEM ............................................................................ 4
1.3 PURPOSE OF THE STUDY ........................................................................................ 4
1.4 RESEARCH OBJECTIVES ......................................................................................... 5
1.5 RESEARCH QUESTIONS .......................................................................................... 5
1.6 NULL HYPOTHESIS .................................................................................................. 6
1.7 SCOPE .......................................................................................................................... 6
1.8 SIGNIFICANCE OF THE STUDY .............................................................................. 7
vi
1.9 OPERATIONAL DEFINITIONS OF TERMS ............................................................ 7
CHAPTER TWO ................................................................................................................ 9
REVIEW OF RELATED LITERATURE .......................................................................... 9
2.1 CUSTOMER RELATION MANAGEMENT .............................................................. 9
2.2 BUSINESS PERFORMANCE ................................................................................... 10
2.3 THEORETICAL PERSPECTIVES ............................................................................ 14
2.4 RELATED STUDIES ................................................................................................. 15
CHAPTER THREE .......................................................................................................... 21
METHODOLOGY ........................................................................................................... 21
3.1 RESEARCH DESIGN ................................................................................................ 21
3.2 RESEARCH POPULATION ...................................................................................... 21
3.3 RESEARCH INSTRUMENTS ................................................................................... 22
3.4 VALIDITY AND RELIABILITY OF THE INSTRUMENTS .................................. 22
3.5 DATA GATHERING PROCEDURES ...................................................................... 22
3.6 DATA ANALYSIS ..................................................................................................... 23
3.7 ETHICAL CONSIDERATIONS ................................................................................ 24
3.8 LIMITATIONS OF THE STUDY .............................................................................. 24
CHAPTER FOUR ............................................................................................................. 25
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA ........................ 25
vii
4.0 INTRODUCTION ...................................................................................................... 25
4.1 EXTENT OF CUSTOMER RELATIONSHIP MANAGEMENT ............................. 27
4.2 LEVEL OF BUSINESS PERFORMANCE ............................................................... 29
4.4 RELATIONSHIP BETWEEN DEGREE OF CUSTOMER RELATIONSHIP
MANAGEMENT AND BUSINESS PERFORMANCE .................................................. 34
CHAPTER FIVE .............................................................................................................. 36
FINDINGS, CONCLUSIONS AND RECOMMENDATIONS ....................................... 36
5.0 INTRODUCTION ...................................................................................................... 36
5.1 FINDINGS .................................................................................................................. 36
5.2 CONCLUSIONS ......................................................................................................... 38
5.3 RECOMMENDATIONS ............................................................................................ 39
5.4 SUGGESTED AREAS FOR FURTHER RESEARCH ............................................. 40
REFERENCES ................................................................................................................. 41
APPENDIX IA: FACE SHEET ........................................................................................ 43
APPENDIX IB: QUESTIONNAIRE TO DETERMINE THE EXTENT OF CUSTOMER
RELATIONS MANAGEMENT ...................................................................................... 44
APPENDIX I C: QUESTIONNAIRE TO DETERMINE THE EXTENT OF
PRODUCTIVITY ............................................................................................................. 45
APPENDIX II: VALIDITY AND RELIABILITY TESTING ......................................... 46
ABSTRACT The study established relationship between customer relationship management and business perfonnance in selected insurance companies in selected districts in central, Uganda.The study was guided by four objectives, (i) profile of respondents (ii) extent of customer relationship management (iii)) level of business performance and (iv) whether there was significant relationship in the extent of customer relationship management and level of business performance in selected insurance companies in selected districts, central Uganda. A survey design was used specifically descriptive correlation and descriptive comparative. Data were collected from 109 respondents using self administered questionnaires as the key data collection instruments. The findings revealed that customer relations was very high customer relationship management, high level of business performance, and no significant relationship between customer relationship management and level of business perfo1mance was established, accepting the Null hypothesis. From the above findings appropriate conclusions, recommendations and areas for further research were made. Conclusions were made regarding various research objectives (i) on profile of respondents, majority were of age group 20-39 (61 %), Gender (67%) male and (33%) female, (84%) of respondents were married, (80%) of respondents had university degrees, and 61 % of respondents had working experience of above 8 years. (ii) Very high customer relations strategies were used according to respondents (mean 3.70) (iii) High level of Business productivity was established (mean 3.67), (v) no significant relationship between customer relations and productivity was established (r= 0.280, sig. = 0.033) and regression indicated by a high Adjusted R2 of 0.048 was established. recommendations based on the findings were that, selected insurance companies should should; (i) develop marketing plans, (ii) improve branding, (iii)develop proper packaging (iv) improve marketing communications (v) segment and target markets (vi) improve on their distribution strategy, (vii) improve product strategy management, (viii) innovativeness and creativity be improved (ix) carry out marketing research (x) improve on completive intelligence (xi) develop quality products and services (xii) and establish good relationships with customers.Areas of further research were_ suggested as impact of new marketing communications technologies (ICTS) on communication effectiveness, further research on branding and level of performance was also suggested.
