Impact of Customer Relationship Management Initiatives on Customer Retention: A Study on Selected Retail outlets in Bangalore City

Abstract

Purpose: The purpose of the study is to examine the efficacy of client retention techniques by retail businesses in Bangalore city. This study sought to examine the connections between factors influencing purchasing decisions at preferred retail stores in accordance with customer engagement activities. It was also investigated how perceived quality and pricing related. Furthermore, this study aimed to investigate how customer loyalty acts as a mediator between CRM initiatives and customer retention. Design/ Methodology: A systematic questionnaire was used to conduct the survey. Data were collected in both offline and online. Online data were collected from google forms. Respondents were selected through a random sampling and convenience sampling technique. For data analysis, a total of 270 responses were used. Findings: In the study it is identified that factors which are affecting the buying behavior, they are schemes Prices, Quality, Infrastructure and friendly staff. Additionally, study the researcher examine the moderating role of customer loyalty between CRM initiatives and customer retention was proposed and proven. Limitations: The study has been conducted on the customers of selected retail outlets in Bangalore namely D Mart, More, Spar & others. Therefore, generalization may be limited. People with the appropriate social and technical abilities, in addition to other talents, should be hired for managing relationships with consumers since personnel competency is the predictor of satisfaction and retention. Originality Value: This research proposes and assesses a comprehensive framework that takes into account numerous factors that lead to customer retention in the retail outlets. Paper Type: Research Paper Key words: CRM Initiatives, Customer engagement, Customer Retention, Customer Loyalty.