FACTORS AFFECTING THE RELATIONSHIP MARKETING IN NEPALESE INSURANCE COMPANIES

Abstract

The purpose of this study is to analyze the characteristics that influence relationship marketing in Nepalese insurance businesses, with a particular emphasis on trust, commitment, feeling satisfied, communicating effectively, and managing conflicts. Through the use of structured questionnaires, data was acquired from 400 consumers through the use of a mix of descriptive and causal comparative study techniques. The descriptive analysis revealed moderate levels of trust, commitment, contentment, and communication, accompanied by strong confidence in conflict management techniques. The results of the correlation study showed that there are strong positive links between relationship marketing (RM), trust, commitment, satisfaction, and communication. Regression analysis further corroborated these results, revealing trust, commitment, contentment, and communication as important predictors of RM, accounting for 69.6% of its variation. On the other hand, conflict management demonstrated very little influence. These findings highlight the crucial role that establishing trust, encouraging commitment, assuring high levels of satisfaction, and sustaining effective communication techniques play in the process of improving relationship marketing activities inside Nepalese insurance businesses