CRM in Retailing
Abstract
The Indian retail business has shown dramatic growth and is one of the most promising industry today Retail industry in India has modernised which can be seen from the fact that there are multi-storey malls, huge shopping centers and sprawling complexes which offer food, shopping and entertainment, all under the same of Shopping in India has witnessed a revolution with respect to the changing consumer buying behaviour Chers have become smart shoppers. They dont want to pay more for identical brands, especially when service differences have diminished. In today scenario, where customer has become king customer relation management has become an essential element of retail industry to secure the loyalty of customers. The purpose this she is to anase the several components of Customer Relationship Management used by retailers of South Delhi to attract the customers and to gain their loyal. The scope for the study are various retail outlets like Bie Bazaar: Marks & Spencer, Reliance, Value Mart, Pantaloons, Shoppers Stop, Reebok & Adidas factory with Dothi Theresearch is based on primary data as well as secondary data. The questionnaire has been filled up by the customer relationship managers. Eventually, it was found that masses are attracted more by discount rather than services. Beyond discount, customers prefer variety and quality.
Authors
Dr Gauri Dhingra, MS Himani Gupta, Ms Shruti Bhuttani