Customers’ Perception towards CRM Practices in reference to Organized Retail in India

Sulabh Agarwal and Shekhar Srivastava

Journal of Social Sciences Advancement, 2021, vol. 2, issue 4, 105-112

Abstract: Retailing being one of the fastest growing sectors is facing tremendous competition from domestic as well as foreign players. Customer retention is an area of serious concern for online as well as offline retailers in the Indian economy, driving players in the Indian business scenario to bring radical change in their CRM practices which affects their customers’ perception. Retailers are highly concerned in identifying the key drivers of service execution that model customer shopping satisfaction and enhance loyalty. Customer satisfaction & loyalty is an outcome of sound customer relationship management practices. Thus, to ensure the prolong survival in the highly aggressive retail business environment customer centric approach is hour’s need. This paper critically analyses Customer’s perception towards CRM practices with reference to organized retail in India. Major parameters such as reliability, product attributes, customer service, convenience and ambience are identified to evaluate the customer perception towards CRM practices. The relevance of each parameter is analyzed with special reference to both the formats of organized retailing i.e., online & offline. For in-depth analysis of each parameter in both the formats of retail, they are further divided into sub-parameters. A survey is conducted for collecting data about customers’ perception towards these parameters. A statistical tool two-way ANOVA is used to analyze the variation in customer perception between online and offline retail. Based on analysis and major findings of research a conceptual model is also being proposed to get a pictorial view of how these parameters are affecting customers’ perception towards online and offline retail.

Keywords: Customer perception; CRM; Organized retail; Parameters; Perception model (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:adx:jssajr:v:2:y:2021:i:4:p:105-112

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