• R. ASHOK KUMAR
• Dr.S.Akilandeswari

Due to the tough competition in the health and fitness industry in Coimbatore, it is very necessary for health and fitness equipment sales and services to build and maintain a strong relationship with the customers in order to achieve the ultimate goal of customer satisfaction. For this reason customer relationship management (CRM) has become more important in the sales and service industry; especially in the health and fitness industry. Therefore, the present study came to focus on the impact of CRM on customer satisfaction in health and fitness industry of Coimbatore. The population of the present study is customers of health and fitness operating in Coimbatore city. 70 respondents were selected through convenient sampling and data has been collected through questionnaires which were self-administered by researcher. The study proposed that there is no statistical relationship between CRM elements and customer satisfaction as a dependent variable. The statistical analysis revealed that there is a significant relationship between the independent variables ( i,e CRM elements represented by sales and service quality, employee’s behavior, customer data base, solving customer problems physical environment; and social network interaction) and customer satisfaction as a dependent variable in the sales and services health and fitness industry.

CRM, Customer Satisfaction, health and fitness Industry, Sales, Services and Marketing.

"A STUDY ON IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION IN THE HEALTH AND FITNESS EQUIPMENT INDUSTRY WITH REFERENCE TO COIMBATORE CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.230-235, July-2018, Available :http://www.jetir.org/papers/JETIR1807634.pdf

"A STUDY ON IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION IN THE HEALTH AND FITNESS EQUIPMENT INDUSTRY WITH REFERENCE TO COIMBATORE CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp230-235, July-2018, Available at : http://www.jetir.org/papers/JETIR1807634.pdf