부산대학교 도서관

Electronic customer relationship management (E-CRM) has emerged as a crucial tool for companies seeking to provide a superior customer experience in the insurance sector in India. This study aims to investigate how E-CRM affects customer experience while service quality serves as a mediator. The research methodology is purposive sampling and utilises a quantitative approach, surveying a sample of 300 insurance policyholders. The data was gathered using a meticulously designed questionnaire and subsequently put to analysis employing structural equation modelling using SMART PLS. The study's findings show that E-CRM significantly improves Service Quality and Customer Experience in the insurance industry. This finding is consistent with previous research highlighting the importance of E-CRM in enhancing customer experience in various sectors. Additionally, it has been determined that service quality serves as a partial mediator between E-CRM and customer experience. This implies that service quality is vital in transforming E-CRM resources into an enhanced customer experience. The findings also indicated several implications for insurance companies operating in India. Firstly, the study highlights the importance of investing in E-CRM technologies such as chatbots, mobile apps, and social media platforms to enhance customer experience. Secondly, the study emphasises the importance of maintaining a high level of service quality, which can be achieved by investing in staff training, improving processes, and leveraging technology.