The Impact Of Customer Relationship Management (crm) On Brand Equity (the Case Of Nile Insurance Company (s.c.)

The main objective of the study is to examine the impact of Customer relationship managementrnon brand equity in one of the private insurance companies in Ethiopia Nile Insurance sharernCompany. The research is descriptive and correlational and done using both qualitative andrnquantitative data collected through self administered questionnaire and interview. The researchrnis conducted on 348 respondents drawn from Nile Insurance S.C clients who reside in AddisrnAbaba and interview is conducted with five management staffs of the company. Both descriptivernand inferential statistics was used to analyze the data collected through questionnairerndescriptive statistics was used to summarize demographic data of respondents, Principalrncomponent analysis was used to extract components and multiple regression analysis is used tornexamine the impact of CRM components on brand equity. The result of the study reveals thatrnCRM has a positive and significant impact on brand equity. Therefore it is recommended thatrninsurance companies should give emphasis to Customer relationship management as a strategicrntool to enhance their brand equity which helps to gain value from customers

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