Impact of Customer Relationship Management on Customer Satisfaction: A Review

Abstract

Customer Relationship Management (CRM) has the potential for achieving success and growth for organizations. CRM enables retail sector to know their customers better and to build sustainable relationships with them. Nowadays, as the economic environment continuously fluctuates, many retail sectors are looking for strategies to be followed to satisfy their environment continuously fluctuates, many retail sectors are looking for strategies to be followed to satisfy their wide range of customers and even wider range of needs. Thus, a combination of customer delight & loyalty is essential. If you want your company to remains a market leaders, focus on customer loyalty. This can be achieved by employing the mantras of appraisal, reward, and campaign. In this paper an attempt has been made to study the impact of CRM on customer satisfaction.

Keywords – CRM, Customer Satisfaction, Retail Sector, Loyalty, Strategy.