Customer Relationship Management and Business Performance in Selected Insurance Companies in Selected Districts in Central, Uganda

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

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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

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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