A Study on Customer Relationship Management Practices in Selected Organised Retail Stores
16
Pacific Business Review - A Quarterly Refereed Journal
A Study on Customer Relationship Management Practices in
Selected Organised Retail Stores in Udaipur City
Dr. Meera Mathur
Assistant Professor,
Faculty of Management Studies,
Mohan Lal Sukhadia University, Udaipur
Sumbul Samma
Research Scholar,
Faculty of Management Studies,
Mohan Lal Sukhadia University, Udaipur
Abstract
Retailing is the largest private industry in the world. It is also India's largest industry accounting for over 10% of the country's GDP and around 8% of the employment.
Customer relationship management is an emerging tool that enables marketers to maintain their presence in the dynamic marketing environment. In the city like Udaipur these organized retail store and firms are concentrating and targeting the consumer from the different segments like rural, urban, low, middle and high income segments etc. The research paper attempts to evaluate the CRM practices of the retail stores in
Udaipur city. CRM is highly exercised in the industry like hospitality, services industry etc. but it is having equal importance in the retail industry also. The results of this research paper shows that the customers don't take a single second when it comes to change the preference and break the loyalty for an organization, in such a situation it the CRM of the organization which will compel the customers to visit the retail outlet again and again.
Key Words : Retail Stores, Customer Relationship Management, Customer Loyalty.
Introduction
The most challenging and exciting time to live in is on the cusp of change. And that is where India is today.
This huge, multicultural country India is transforming from a socialist economy to a consumption led creative economy. The scope and depth of change that is taking place across the India defies description .This Change provides both a humongous challenge and a gigantic opportunity for marketers and retailers.
Retailing is not only an important aspect of the
Pacific Business Review - A Quarterly Refereed Journal
A Study on Customer Relationship Management Practices in
Selected Organised Retail Stores in Udaipur City
Dr. Meera Mathur
Assistant Professor,
Faculty of Management Studies,
Mohan Lal Sukhadia University, Udaipur
Sumbul Samma
Research Scholar,
Faculty of Management Studies,
Mohan Lal Sukhadia University, Udaipur
Abstract
Retailing is the largest private industry in the world. It is also India's largest industry accounting for over 10% of the country's GDP and around 8% of the employment.
Customer relationship management is an emerging tool that enables marketers to maintain their presence in the dynamic marketing environment. In the city like Udaipur these organized retail store and firms are concentrating and targeting the consumer from the different segments like rural, urban, low, middle and high income segments etc. The research paper attempts to evaluate the CRM practices of the retail stores in
Udaipur city. CRM is highly exercised in the industry like hospitality, services industry etc. but it is having equal importance in the retail industry also. The results of this research paper shows that the customers don't take a single second when it comes to change the preference and break the loyalty for an organization, in such a situation it the CRM of the organization which will compel the customers to visit the retail outlet again and again.
Key Words : Retail Stores, Customer Relationship Management, Customer Loyalty.
Introduction
The most challenging and exciting time to live in is on the cusp of change. And that is where India is today.
This huge, multicultural country India is transforming from a socialist economy to a consumption led creative economy. The scope and depth of change that is taking place across the India defies description .This Change provides both a humongous challenge and a gigantic opportunity for marketers and retailers.
Retailing is not only an important aspect of the
Bibliography: Anand Tamana (2008), "Organized Retailing in India Need of the Hour", Marketing Mastermind, Banerjee Arindam (2002), "Roadmap for Successful CRM Implementation", Indian Management, July. Dixit Kavaldeep (2008), " Retail Marketing in India Key Issues and challenges" Marketing Diyan Kishore (2007), "Lure of Huge Consumer Base", The Hindu Gibsn G. (2007), "Modern Retailing Comprehensive Policy Vital", The Hindu, p.p Pahuja Anurag & Verma Rajesh (2008), "Customer Relationship Management Need of the Hour", Puneeet Shweta (2008), "Technology The Heart of Organized Retail", Marketing Mastermind, May. Sunder K Shyama & Dr. Ramji (2000), "Coming Closer to the Customer", Indian Management,