A study on customers perception towards crm practices of garments retailing in kanyakumari district

Abstract

newline In the current world where fashion is a buzzword, everyone around the world is newlinerunning around to get the trendiest of clothes that they can find. In order to utilize this newlineopportunity a lots of garments outlets have mushroomed around every corner of every city. newlineBut as every businessmen is well aware, it is very difficult to satisfy the customers and newlineconvert them into regular customers. This is where the CRM practices come into play. The newlinemain aim of CRM practices is to retain the customers in the long run. There are various types newlineof CRM practices that are being followed around the globe. newlineThe focus of the present research is to analyse the CRM practices followed by the newlinegarments retail outlet in Kanyakumari district and to understand how effective these practices newlineare. It also is trying to focus on the relationship between CRM practices, customer loyalty newlineand customer retention. Is the CRM practices followed by the garments outlet effective in newlineattracting customers and sustaining them in the long run? How the CRM practices are newlineincreasing the loyalty of the customers and how the loyalty leads to the retention of the newlinecustomers? These are the major questions for which the present research is trying find answer newlineto. newlineThe data for the present research was collected using convenience sampling method. newlineOut of the 540 questionaires distributed, 467 questionnaires received were found flawless and newlinetherefore used for the present research. Statistical tools such as percentage, averages are used newlinefor basic analysis, Mean Ranking Techniques, Chi- square analysis, Multiple regression newlineanalysis, reliability test, Mann Whitney U test, Kruskalwallis test, paired t test, confirmatory newlinefactor analysis and structural equation Modelingare used for hypothetical analysis of the newlinecollected data. newlineOne of the major findings of the present chapter is that CRM practices plays a major, newlineparticularly the promotions and pricing related CRM practices plays a major role in increasing the customer retention.