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A study of customer relationship management in retail outlets at Bhopal, India

Author Affiliations

  • 1Barkatullah University, Bhopal, India
  • 2National Institute of Technical Teacher Training and Research Bhopal, India

Res. J. Management Sci., Volume 6, Issue (2), Pages 8-11, February,6 (2017)


In Indian economy, Retail Sector is playing a significant role in growth of industries. The major contribution of retail sector is towards employment generation and they are the largest creators of employment opportunities as globalization and privatization is taking place across the globe. Unorganized retail sectors are facing great challenges to survive and sustain in the market and even the organized retail in India is also facing a tough competition from all round the world. Bhopal consists of different income groups from various segments like rural, semi-rural, urban, upper middle and lower. This study focuses upon the practices implemented by retail outlets. Retail outlets are implementing CRM practices for establishing the customer retention management. Research shows that as customer preferences and choices are dynamic and changing frequently. It helps the sector to understand the customer needs and how frequently they visit the retail outlets. Many retailers use the CRM software packages for understanding the customer needs and purchasing behavior. Through this, a company can make a clear prediction of customerís future outcomes.


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