S.A. Sharad Krish
Chennai
The
In this study we focus on the CRM practices and its effects on the customer loyalty and
on how customer satisfaction affects the outcome of the customer loyalty. Customer
Relationship Management revolves around the concept of trust and bonding exchanges.
It is the based on the environmental factors which affect the company’s relationship
with the customers for the better, by establishing, developing and maintaining a positive
rapport between either parties. A systematic report of similar journal articles, covering
from 2010-2019 are referred and analysed to aid and support the understanding and
validating of this thesis. For this article, a total of 350 customers were requested to fill
out questionnaires which had a total of 43 questions ranging from the appearance of
the store to the service provided in order to analyse and interpret how their preference
and loyalty was established.
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