Customer Relationship Management in Food Retailing A Study of selected Retail Organizations in Delhi and nearby areas

Abstract

newline Customer Relationship Management is one of the goals in this emerging era and it is estimated that it is far more costly to obtain a new customer than retain an existing one. In such a situation, investing in CRM makes sense for companies creating value through Relationship Management. newlineAn effort has been made in this study to analyze the transformation in the retail sector in light of the CRM variables and to predict the future scope of food retail. To measure the impact of CRM in food retail outlets, which is the core purpose of the present study, primary data, was collected through structured questionnaires from consumers and through interview schedules from the managers of retail outlets. Surveys were conducted over the retailers and consumers present in the New Delhi and nearby areas. newlineThis study helps in the identification of the relationship dimensions that are responsible for the satisfaction of the customers. This in turn, would help in the enhancement of the relationship between the retail outlets and their customers, and thus aid to identify the major factors that determine the effectiveness of CRM applications. If one organization fails to provide the service at his terms the customer will find another. These mounting challenges are threatening the very existence of business. These challenges are forcing the organizations to look for innovative solutions. It is important to provide customers with timely support when problems occur. Effective customer support keeps customers happy and improves your ability to keep them as a customer and convert them into clients. Customer Support modules within CRM systems provide this functionality. This study concludes that diversity of CRM models and their structures is important for all the retail organizations to grow. Summarizing the functionalism and validity of researched elements of CRM, it would be possible to highlight that in order to be successful, it is necessary to balance and integrate technologies, processes and people. newline