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Research Article Open Access

CRM Scale Development and Validation in Indian Insurance Sector


This research study aims at developing and validating CRM scale for Indian insurance sector. A robust scale development methodology is followed which ultimately results into Six-factor CRM scale comprising of claim payment security, product knowledge, personalization, transparency in product selling and service quality. The generalizability of the proposed scale can be tested by replicating the study in other nations. The proposed scale will serve as a strategic tool for effective and efficient pre and post CRM implementation outcomes. Apart from this it can also be used to identify the opportunities and bottleneck areas requiring attention. A fair amount of research studies have been done in Indian insurance sector but no such study is catered towards proposing a comprehensive measure of CRM effectiveness. In this direction this study aims to bridge this gap in the existing literature.

Arun Kumar Agariya, Deepali Singh

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