A Study of Customer Relationship Management and Customer Preferences in Apparels with Special Reference to Chennai Retail Stores

  • S Ezilarasi Research Scholar, Department of Commerce, Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai, Tamil Nadu, India
  • M Kavitha PG Professor and Research Supervisor, Department of Commerce, Vels Institute of Science Technology and Advanced Studies, Pallavaram, Chennai, Tamil Nadu, India
Keywords: Retail Stores, Customer Relationship Management, Preferences, Customer Loyalty, Satisfaction


Customer Relationship Management (CRM) is a comprehensive approach to developing, sustaining, and expanding customer relationships. Customer relationships, on the other hand, are not widely considered in the businesses of small street vendors. The customer relationship management adoption process in small businesses and the goal of this paper is to expand knowledge and provide a better understanding of the CRM adoption process through an empirical study in Chennai and also particularly bring out the most effective practice that influences customers shopping decision. The Indian apparel retail sector is booming, leading to intense competition. The companies are tailoring CRM initiatives to increase their customer base. The customer’s role is crucial in maintaining long term profitable relationships with the customers. This research attempts to study various touchpoints related to apparel retailing. The study aims at establishing the importance of customer touchpoints in CRM.

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