Regression Analysis and Structural Equation Modelling with respect to Factors of CRM in Life Insurance Corporation India

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D. Sahaya Beula , V.P.Velmurugan , K.A.Janardhanan


This paper presents a Regression Analysis and a Structural Equation Model of the Customer Relationship Management in LIC India based on a study conducted among 400 policy holders of LIC India, selected from three districts in Tamil Nadu coming under Southern Region of LIC India. The sample size was arrived at based on a pilot study and subsequently applied statistical techniques. The selection of the sample from the policy holders in the eight branches was made using probability sampling technique, random sampling. Statistical package SPSS was used for regression analysis and developing the model. The regression equation showing the strength of the relationship of the variables of CRM and a model which is found to be a perfect fit are developed.

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