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VOL. 11, ISSUE 8 (2025)
A study on customer relationship strategies with special reference to retail industry in Shivamogga
Authors
Dr. Umapathi S
Abstract
Customer relations have always been the decisive factor for
organizational success, and the modern business environment is no exception. As
dependency on technology advances, the business world is extending the use of
technology to support and develop these relationships. Indeed, one of the
biggest advances in this field is the application of Customer Relationship
Management (CRM). CRM is a marketing strategy that is aimed at creating
customer loyalty through identifying their requirements and expectations. This
way, businesses are able to offer better services, achieve higher levels of
customer satisfaction, and ultimately, higher levels of profitability. The main
objective of this research is to study customer relation strategies with
special reference to the retail industry in Shivamogga. Descriptive research
methodology was used for the present study. The variables, such as digitalized
and traditional CRM strategies, were used as study indicators. There were 146
retail outlet owners in Shivamogga District who were targeted to collect the
data for the analysis. A structured questionnaire was used to collect the data
as the primary source of data. Multiple linear regression was used as a
statistical tool for the analysis purpose. The research revealed the unique
contribution for the variables of digitalized CRM strategies and traditional
CRM strategies used by the organized retail sector in Shivamogga District.
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Pages:66-71
How to cite this article:
Dr. Umapathi S "A study on customer relationship strategies with special reference to retail industry in Shivamogga ". International Journal of Commerce and Management Research, Vol 11, Issue 8, 2025, Pages 66-71
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