International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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EFFECT OF CONSUMER’S CONCEPTION AND CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON INDIAN RETAILING IN THE TRANSFORMING BUSINESS CIRCUMSTANCES

    2 Author(s):  MOHAMMAD ASLAM, CHANDERJEET

Vol -  11, Issue- 6 ,         Page(s) : 156 - 167  (2020 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

In this competitive atmosphere, it becomes essential to understand the factors which might affect customer satisfaction in the Indian retail Industry. In this study the researchers studied the construct of customer satisfaction with respect to Indian retail banking from a qualitative perspective. We studied the dimensions of customer satisfaction. We applied Grounded Theory Method, a tool for qualitative analysis. We conducted depth interviews and focus groups of Indian retail industry customers. Complexity of modern business requires managers to strive for innovative strategies to acquire and retain customers in any product market field. As acquiring new customers is getting costlier day by day, business organizations have offered continuity/loyalty programmes to retain/reward existing customers and maintain relationships. The premise of CRM is that once a customer is locked in, it will be advantageous to both the organization as well as customer to maintain relationships and would be a win-win situation for both.

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