A comparative study on customer relationship management as a tool for enhancing competitiveness in the organized retail sector in Raipur city (India) with special reference to Fbb, Max and Pantaloons

Abstract

We are witnessing a dynamic business scenario in every sector of the Indian economy. To cope up with the level of competition all the business houses require to learn about their buyers in and out. Here CRM proves to be an important tool in enhancing the competitiveness of the organizations. The objective of CRM is to maintain a database wherein all the details of customers is collected and extended into a databank as a valuable asset. India is witnessing a breakaway in the buying pattern of today’s consumers thereby altering the whole shopping scenario. This has affected Raipur city also. CRM is built on the philosophy of relationship marketing that aims to create, retain and develop relationships with the customers. To withstand the prevailing competition, a business organization will have to take up “Quality and Customer Satisfaction” as the important dimension. Thus, the work undertaken here is with the objective to explore whether CRM strategies are an effective tool for satisfying customers and retaining them with special reference to Pantaloons, Fbb and Max – the outlets in Ambuja Mall (the organized retail sector) in Raipur city.