a study of customer relationship management in organised retailing and development of a crm model with specific reference to supermarket and departmental stores in gwalior region

Abstract

Across the globe customers are witnessing the retailing business moving from newlineunorganized to the organized sector, India being no exception. The growth of middle newlineclass in India with higher disposable income, changing lifestyle and preferences but newlinewith busy schedule has led to market shifting from price linked to value linked. All newlinethis is acting as a growth catalyst for the organized retail stores. Despite existence of newlinemany big players in organized retail sector ,example Reliance digital, wall mart and newlinebig bazaar the share of organized retail stores presently is negligible as compared to newlineplayers in unorganized sector who thrive on highly personalized relationship with the newlinecustomers. Hence the organized retail sector needs to build up their growth on the newlinecompetitive front they have in terms of operational scale and large product range newlineunder one roof and in the mean time they need to be highly focused on customer newlinerelationship management to generate customer loyalty and attract those going to un newlineorganized sector. Keeping this in mind, current research was conducted which aims newlineto measure the customer relationship management in the organised retail stores of newlineGwalior of three different sizes i.e. large scale organized retail stores, medium size newlineorganized retail store and small scale organized retail stores. Customer relationship newlinemanagement has been measured in the current study both from the customers view newlinepoint and Retailers/Employees view point. Customer relationship management from newlinecustomers view point has been taken in terms of quality of service and satisfaction newlineof customers, gap between expectation of customer and perception of customers, and newlineservice quality of organised retail stores. Customer relationship management from newlineRetailers/Employees view point has been measured in terms of customer newlinerelationship management in organized retail stores, significance of various types of newlineCRM ways, and Retailers/Employees view point towards the changing attitude of newlineKey Words: Customer relationship management, Organize