Providing a customer portfolio management (CPM) model to improve customer relationship management (CRM)

Subject Areas : Journal of Investment Knowledge

ali akbar  jafri ¹ (PhD Student, Business Management, Islamic Azad University, Anzali International Center, Anzali, Iran.)
Kambiz  Shahroodi ² (Associate Professor of Business Management with Strategic Orientation, Department of Business Management, Islamic Azad University, Rasht Branch, Rasht, Iran.)
Seyed Mahmoud  Shabgoo Monsef ³ (Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.)
Narges  Del Afrooz ⁴ (Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.)

Received: 2020-09-24 Accepted : 2010-09-30 Published : 2023-09-23

Keywords: Insurance Industry, services, customer Relationship management (CRM), customer portfolio management (CPM), Customer Value,

Abstract :

The purpose of this descriptive-correlational applied study was to provide a customer portfolio management (CPM) model to improve customer relationship management (CRM). The statistical population in the qualitative section included 22 insurance executives and professors who were selected by saturation and purposive sampling and in the quantitative section included all insurance customers in Tehran province from which 384 people were randomly selected by Cochran's formula. Data were collected in the qualitative section using interviews and in the quantitative section using questionnaires. The validity of the questionnaires was confirmed by expert opinions and their reliability was confirmed by Cronbach's alpha. Qualitative content analysis and structural equations with PLS2 software were used to analyze the data. The results showed that the dimensions of the model included customer motivation, customer value, organizational factors, customer experience, customer loyalty, and customer mental image and the model had a good fit.

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