• Dr. V. PALANISAMY
• C. THILAGAVATHI

ABSTRACT Retail Sector is one of the fastest growing sectors in India over the last few years. In recent days, customers are regarded as an article of trade. The Indian landscape is evolving from the brick and mortar model to adopt technology for connecting with customers. Globally customers are more powerful. Companies and firms, who are producing products and giving services to satisfy their Customers, with the growth of the marketing era the Customer Relationship Management (CRM) is became popular in India. CRM is potentially a useful concept in the marketing and customer service areas of a retail sector. CRM practices is important variable in the success of retail stores. CRM can help organizations to manage customer interactions more effectively to maintain competitiveness in the economy. CRM provides long –term relationship buildings with customers at an enterprise – wide level. This research paper attempts to evaluate the CRM practices with reference to retail stores in Trichy city. The present study finds out the customer relation management and its implementation and consumer feelings while shopping in retail stores at Trichy city.

Key words: Customer Relationship Management, Retail stores, Customer Loyalty, Customer Satisfaction, consumer behavior, Implementation

"A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICES IN RETAIL STORES AT TRICHY CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.285-296, June-2019, Available :http://www.jetir.org/papers/JETIR1906968.pdf

"A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICES IN RETAIL STORES AT TRICHY CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp285-296, June-2019, Available at : http://www.jetir.org/papers/JETIR1906968.pdf