Satisfaction of Consumers towards the CRM Practices at Selected Organized Fashion Retail Store at Ahmedabad

- Prof. Isha Dave Kshatriya, Asst. Professor, Faculty of Management, GLS University,

Ahmedabad

- Prof. Harikrishan Chaurasiya, Asst. Professor, Faculty of Management, GLS University,

Ahmedabad

Abstract:

Customer relationship management became an integral part of business strategy, almost

every organization want to have good and long term business relationship with their

customer. Companies are putting so much efforts to maintain customer relationship to

retain them for long term. Reason being the growth of Economy in service sector,

technology. For many scholars CRM is related with maintain relationship with customer,

maintain data base and analysing those data. In retail industry just maintaining data and

maintain relationship with customer is not enough, good fashion retailors store are doing

much more things to maintain customer relationship management to have more satisfied

customers. In this research paper, researcher has tried to study the customer satisfaction

level related with the CRM practices done by organised retailors in Ahmedabad city. For

this purpose top 6 organised retail store were selected.

Keywords:

Customer Relationship Management, Organised Retail Sector, Customer

Satisfaction

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