A Role of Knowledge Level of Employees in Customer Relationship Management With Special Reference to Lic
Authors: Beula D. Sahaya , Velmurugan V. P. , Janardhanan K. A. 
Published: December 2022

Purpose: Role ofknowledge level of employees in customer relationship management with special reference to LIC. In order to investigate a range of factors of CRM in LIC of India. In this specially concentrate to understand the knowledge level of the employees as perceived by the customer.

Theoretical framework: The theoretical frame work of the study, CRM is assessed the Knowledge level of employees isthe independent variables and the customer satisfaction is the dependent variable in the study. CRM is shown influencing the customer satisfaction. The significant influences of the factors on CRM vary according to different demographic profiles and views on policy holdings.

Design/Methodology/Approach:Descriptive research design was use in this studyThe prime data were collected from the sample of the respondents was identified from the total population of lic policy holders. The statistical analysis was carried out with the application of SPSS package. Both Descriptive and Inferential Analysis were carried out. The tools for the Inferential Analysis included Independent Sample t-test, One Way ANOVA, Chi Square Test, Friedman Test, Correlation and Regression.

Findings: The findings of the study based on output of the study. Henceforth reasoned that there is a huge distinction between mean positions towards Factors of Customer Relationship Management. In light of mean position, Customer Engagement is the main variable of CRM, trailed by Deployment of Modern Technology Knowledge level of the Employees etc. There is no importance contrast between capability of representatives concerning the Factors of Knowledge level of the Employees, There is significance contrast among male and female of laborers with respect to the Factors of Knowledge level of the Employees. The connection coefficient between Perception on Explanation of various items and Ready for Clarification is positive connections between Perception on Explanation of various item and Perception on Ready for Clarification .The connection coefficient between Explanation of various item and Recommending Right Schemes is positive connections between Explanation of various item and Recommending Right Schemes. The connection coefficient between Perception on Explanation of various items and Knowledge about Procedure is positive connections between Perception on Explanation of various items and Easy Acquisition of Policy and also different variables are decidedly corresponded with one another.

Research, practical & social implications:This article express a different perspective on CRM in LIC.The results of this study indicate knowledge level of employees has a strong impact on customer satisfaction. Therefore top management should implement latest technology based increase the knowledge level of employees. To increase the knowledge level of employees to help the increasing satisfaction level of policy holders. It is intended to help guide and reassure current and potential Ph. D students.

Originality/value:To date, no systematic review has been conducted on the knowledge level of employees in LIC .This paper makes an important contribution to knowledge level of employees in CRM.