A Study on the Customer Satisfaction towards ...

A Study on the Customer Satisfaction towards Customer Relationship Management (Crm) Practices Adopted By Supermarkets/Hyper Markets in Palakkad District

Author Name : Bindu.T

ABSTRACT

Customer Relationship Management (CRM) is to create a competitive advantage by understanding, communicating, delivering, and developing existing customer relationships, in addition to create new customers. It has emerged as one of the recent management buzzword. Merchants and traders have been practicing customer relationships to build their business. They could customize their products and all aspects of delivery system and payment to suit the needs and preferences of their customers. They give personal attention to their customers, knew tastes and preferences regarding their customer’s, and had a personal relation with most of them. In many cases, the interaction goes beyond the commercial transaction and involved social interactions also. This kind of a relationship also exists between customers and retailers, craftsmen, artisans – essentially in traditional, small and classified as pre-industries markets.  The study was conducted in retail shops in Palakkad district. A structured questionnaire was used to collect data from customers of supermarkets. 269 customers from supermarkets and hypermarkets were used for the study. Collected data was analysed with the help of SPSS.    

Key words: Customer Relationship Management, traders, customers, merchants, retailers