A Study on Customer Relationship Management Practices in Selected Multi Brand Retail Stores in Salem District.

Topics: Retailing, Shopping mall, Sales Pages: 11 (2708 words) Published: June 13, 2013
TOPIC:

A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN SELECTED MULTI BRAND RETAIL STORES IN SALEM DISTRICT.

NAME:

J.GOPI, M.B.A, (Ph.D),

DESIGNATION:

ASSISTANT PROFESSOR & PLACEMENT OFFICER,
DEPARTMENT OF BUSINESS ADMINISTRATION /
TRAINING & PLACEMENT CELL.

INSTITUTION:

AVS COLLEGE OF ARTS & SCIENCE,
RAMALINGAPURAM, ATTUR MAIN ROAD,
SALEM - 636106.

E-MAIL ID:

gopimba.lecturer@gmail.com

MOBILE NUMBER:

+91 99947 96631.

A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN SELECTED MULTI BRAND RETAIL STORES IN SALEM DISTRICT.

* Dr. A. JELINCE DHINAKAR * J.GOPI M.B.A, (Ph.D),

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 Salem 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 Salem 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 be on the cusp of change. And that is where India is today. This huge, multicultural country India is transforming from a socialist economy to 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 economic structure but very much a part of our lives. Though trading of goods has been in existence since the older days, it is only in the recent past that the buying and selling of goods have become more dominated activity. In fact, today retailing is evolving into a global, high tech business.

Retail Industry Scenario in India

Retailing is the largest private industry in the world, with total sales of $ 6.6 trillion World over the retail sector is not only the oldest but also one of the most advanced users of the technology. Retailing is also India's largest industry accounting for over 10% of the country's GDP and around 8% of the employment (CII-Mckinsey report). Retailing in India is gradually inching its ways towards becoming next booming industry. The Indian retailing industry is highly fragmented with 97% of its business being run by the unorganized retailers such as the traditional family run stores and corner stores.

According to India Retail Report 2009, even at the going rate, organized retail is expected to touch Rs.2, 30,000 crores (at constant prices) by 2010, constituting roughly 13 per cent of the total retail market. Global Retail Industry is of size USD 08 Trillion. Over 50 of the Fortune 500 companies are retailers.

In this modern era Indian retailing industry is eyeing the global retail players. Indian retail industry is one of the fastest developing industries which have inculcated modern techniques, exclusive retail outlets, emergence of retail chains etc. Large...

Bibliography: Anand Tamana (2008), "Organized Retailing in India Need of the Hour", Marketing Mastermind, February. p.p. 28-30.
Banerjee Arindam (2002), "Roadmap for Successful CRM Implementation", Indian Management, July. p.p. 48-52.
Pahuja Anurag & Verma Rajesh (2008), "Customer Relationship Management Need of the Hour", Marketing Mastermind, January. p.p. 26-29.
Puneeet Shweta (2008), "Technology The Heart of Organized Retail", Marketing Mastermind, May. p.p. 45-48.
Sunder K Shyama & Dr. Ramji (2000), "Coming Closer to the Customer", Indian Management, December. p.p. 49-51.
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