The Impact of Customer Relationship Management on Enhancing Customer Contentment: A Case study of Insurance companies’ Policyholders in Erbil City

This study seeks to determine the effect of customer relationship management on customer retention using customer satisfaction as a moderating variable. Companies are always looking for ways to satisfy their customers and retain them as well as attract new ones. One of the ways through which all of this is achieved is through customer relationship management. The data for this study was collected from 163 of insurance companies’ policyholders in Erbil city. By applying a regression analysis model, the study upheld that customer relationship management has a significant positive impact on insurance policyholders’ customer satisfaction. The results of the study further revealed that gender has no significant impact on both customer relationship management and customer satisfaction. Unlike customer relationship management, the insurance policyholders’ customer satisfaction varied significantly according to age. The study recommends insurance companies to implement a robust CRM system that caters to the specific needs of their online company. Ensure it offers comprehensive customer data management, automation of processes, and effective customer interaction tracking. It was further suggested that insurance companies must develop a customer-centric culture, train and empower their employees to prioritize customer satisfaction and deliver exceptional service at every touchpoint.