A Study on Customer Relationship Management Practices in Selected Organised Retail Stores

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Pacific Business Review - A Quarterly Refereed Journal

A Study on Customer Relationship Management Practices in
Selected Organised Retail Stores in Udaipur City
Dr. Meera Mathur
Assistant Professor,
Faculty of Management Studies,
Mohan Lal Sukhadia University, Udaipur

Sumbul Samma
Research Scholar,
Faculty of Management Studies,
Mohan Lal Sukhadia University, Udaipur

Abstract
Retailing is the largest private industry in the world. It is also India's largest industry accounting for over 10% of the country's GDP and around 8% of the employment. Customer relationship management is an emerging tool that enables marketers to maintain their presence in the dynamic marketing environment. In the city like Udaipur these organized retail store and firms are concentrating and targeting the consumer from the different segments like rural, urban, low, middle and high income segments etc. The research paper attempts to evaluate the CRM practices of the retail stores in Udaipur city. CRM is highly exercised in the industry like hospitality, services industry etc. but it is having equal importance in the retail industry also. The results of this research paper shows that the customers don't take a single second when it comes to change the preference and break the loyalty for an organization, in such a situation it the CRM of the organization which will compel the customers to visit the retail outlet again and again.

Key Words : Retail Stores, Customer Relationship Management, Customer Loyalty.

Introduction
The most challenging and exciting time to live in is on
the cusp of change. And that is where India is today.
This huge, multicultural country India is transforming
from a socialist economy to a consumption led creative
economy. The scope and depth of change that is taking
place across the India defies description .This Change
provides both a humongous challenge and a gigantic
opportunity for marketers and retailers.

Retailing is not only an important aspect of the
economic structure but very much a part of our lives.
Though trading of goods has been in existence since
the older days, it is only in the recent past that the
buying and selling of goods have become more
dominated activity. In fact, today retailing is evolving
into a global, high tech business.
Retail Industry Scenario in India

17

Pacific Business Review - A Quarterly Refereed Journal
A Study on Customer Relationship Management Practices in Selected Organised Retail Stores in Udaipur City

Retailing is the largest private industry in the world,
with total sales of $ 6.6 trillion World over the retail
sector is not only the oldest but also one of the most
advanced users of the technology. Retailing is also
India's largest industry accounting for over 10% of
the country's GDP and around 8% of the
employment(CII-Mckinsey report). Retailing in India
is gradually inching its ways towards becoming next
booming industry.The Indian retailing industry is highly
fragmented with 97% of its business being run by the
unorganized retailers such as the traditional family run
stores and corner stores.
Organized retailing, however, is at a very nascent stage
though its share is expected to rise to 9-10% by the
year 2010.The figure is much higher for the U.S. &
U.K. and relatively higher too for neighboring Asian
countries like China, South Korea, Indonesia,
Philippines, Thailand and Malaysia. (Vedamani G.
Glbson "Comprehensive policy vital", The Hindu
survey of Indian Industry 2007).
According to India Retail Report 2009, even at the
going rate, organised retail is expected to touch
Rs.2,30,000 cr (at constant prices) by 2010,
constituting roughly 13 per cent of the total retail
market. Global Retail Industry is of size USD 08
Trillion. Over 50 of the Fortune 500 companies are
retailers.
In this modern era Indian retailing industry is eyeing
the global retail players. Indian retail industry is one

of the...
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