Customer Relationship Management Practices and Their Impact on Business Growth in Retail Enterprises

Author(s):

R. Shubham, A. Neha, P. Kunal, S. Ritu, V. Aman

Affiliation: Department of Management Studies, Global Institute of Management, Greater Noida, Uttar Pradesh, India

Page No: 13-16

Volume issue & Publishing Year: Volume 2 Issue 12 , 2025-12-28

Journal: International Journal of Modern Engineering and Management | IJMEM

ISSN NO: 3048-8230

DOI: https://doi.org/10.5281/zenodo.18085336

Article Indexing:

Abstract:

In the highly competitive retail sector, effective customer relationship management (CRM) has become a strategic necessity for achieving sustainable business growth. CRM practices enable retail enterprises to build long-term customer relationships, enhance satisfaction, and improve customer retention. This study examines the impact of CRM practices on business growth in Indian retail enterprises. Primary data were collected from 195 retail employees and managers through a structured questionnaire. The study analyzes the influence of customer data management, service personalization, complaint handling systems, and loyalty programs on sales growth, customer retention, and brand loyalty. The findings reveal a significant positive relationship between CRM practices and business growth, emphasizing the importance of customer-centric strategies in improving retail competitiveness and profitability.

Keywords:

Customer Relationship Management; Business Growth; Retail Industry; Customer Retention; Service Quality; Loyalty Programs

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