A Study of CRM Practices and Customer Satisfaction in services sector in India

Abstract

Customer relationship and Customer Relationship Management are in forefront newlineof recent business arena gaining prominence in management profession. Since long businessmen and academicians relied on relationships for their success. newlineHowever modern markets started taking a fashion recently. Along with developments in business to business and services marketing, the emphasis on the need to develop long term relationships with customers to retain, resell and attract new customers from them through these relationships are given newlineimportance. With this approach many organizations started paying attention newlineand spent lot of money on CRM and customer relationship programs. However the results were not as expected. Rather many of them failed. Many studies were conducted on this and various reasons were found and solutions suggested. This created a need to look back on expected advantages from CRM and newlinecustomer relationships by organizations. In this context, the real advantages of newlinecustomer relationships and their management i.e., CRM practices and their expected advantages like customer satisfaction, customer loyalty, repurchases and positive references are required to be studied further. Studies are needed to be made not only from organizations (strategic and functional) point of view but also from customer s point of view, as they are the ones who make the organization s expectations fulfilled. The present research study makes an attempt to explore these areas. newline