Title: Identification and prioritisation of effective factors on CRM implementation: a case study of insurance industry in Iran

Authors: Farokh Hessami

Addresses: Faculty of Management, University of Tehran, Tehran, Iran

Abstract: This case study evaluates the effective factors on CRM implementation in AIC. For this purpose, four factors including technology, process, people and organisational structure were extracted from different models. Participants included experts working in AIC branches. Results were obtained by a questionnaire evaluating the effective factors on CRM implementation in AIC. According to the results, the lowest score belonged to organisational structure; therefore, organisational structure was the most important and the most sensitive factor followed by people, technology and process, respectively.

Keywords: customer relationship management; insurance industry; CRM implementation; identification; prioritisation; case study; Iran; organisational structure.

DOI: 10.1504/IJECRM.2015.071714

International Journal of Electronic Customer Relationship Management, 2015 Vol.9 No.2/3, pp.158 - 174

Received: 23 Apr 2015
Accepted: 07 Jul 2015

Published online: 15 Sep 2015 *

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