• Satyabrata Satapathy
• Dr Yayati Nayak

This study investigates the impact of Customer Relationship Management (CRM) on consumer engagement and brand fidelity in automobile dealerships across Odisha, India. Recognizing CRM's vital role in cultivating enduring customer relationships and securing brand loyalty in the fiercely competitive automotive sector, this research seeks to identify disparities in CRM efficacy and implementation among Honda Cars and Hyundai Motors dealerships within Odisha's regional market. The research aims to uncover exemplary practices and potential areas for enhancement to improve overall CRM in the industry. The study employs a mixed-methods approach, combining quantitative data from customer surveys with qualitative information gathered through interviews with dealership management. The research encompasses a representative sample of automobile dealers in Odisha, with 50 respondents from each automobile company. This dual approach allows for a thorough examination of CRM practices, levels of customer engagement, and brand retention rates, offering a nuanced understanding of their interrelationships. Results indicate notable variations in the CRM strategies employed by Honda Motors and Hyundai Motors in Odisha and their subsequent effects on customer engagement and brand loyalty. Key factors contributing to these differences include the degree of personalization in communication, customer service responsiveness, and the incorporation of customer feedback into business operations. The study demonstrates a positive relationship between advanced CRM practices and elevated levels of customer engagement and brand retention. This comparative analysis contributes to the growing body of literature on CRM's role in enhancing customer loyalty within the automotive industry, providing practical insights for dealerships seeking to refine their CRM strategies. Furthermore, by concentrating on the specific context of Odisha, the study underscores the importance of regional dynamics in shaping the effectiveness of CRM initiatives and offers a framework for similar comparative research in other markets.

Customer Relationship Management, Customer Engagement, Customer Retention, Automobile Industry, Automobile Dealerships, Honda Motors India, Hyundai Motors

"Evaluating the effects of Customer Relationship Management Strategies on Consumer Involvement and Company Loyalty: An Analysis of Automobile Dealerships in Odisha ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 2, page no.b875-b883, February-2025, Available :http://www.jetir.org/papers/JETIR2502192.pdf

"Evaluating the effects of Customer Relationship Management Strategies on Consumer Involvement and Company Loyalty: An Analysis of Automobile Dealerships in Odisha ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 2, page no. ppb875-b883, February-2025, Available at : http://www.jetir.org/papers/JETIR2502192.pdf