• Raghavendra. H
• Prof. H.N. Ramesh

Customer relationship management (CRM) is one of the customer management strategies of retail firms. It aims to retain existing customers, build long term and never-ending relationship with the customers. In retail business, an effective customer relationship management represents essentiality, due to the changing pattern of market dynamics. The study primarily focuses on understanding the concept of Customer Relationship Management Practices of selected retail firms and also analyzed the CRM practices of chosen retail firms. The study concluded that understanding the importance and benefits of CRM is essential to the retail firms because, the customers don't take a single second when it comes to change the preference and break the loyalty of an organization; in such a situation it is the customer relationship management which helps the retailers to retain their customers back to the stores.

CRM, Customer management, Customer retention, GDP, Customer service

"AN EMPIRICAL STUDY ON STANDARD CRM PRACTICES OF SELECTED MODERN RETAIL STORES ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 5, page no.a329-a334, May-2021, Available :http://www.jetir.org/papers/JETIR2105039.pdf

"AN EMPIRICAL STUDY ON STANDARD CRM PRACTICES OF SELECTED MODERN RETAIL STORES ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 5, page no. ppa329-a334, May-2021, Available at : http://www.jetir.org/papers/JETIR2105039.pdf