Effect of Customer Relationship Management on Customer Satisfaction at Reliance Fresh Store, Vadodara

Abstract

Customer relationship management plays a very important role in every field. The main purpose of
enterprises performing CRM is to handle customer demand, satisfaction in order to maintain relationships and to create
new business. The motive of this study is to find out the effect of customer relationship management on customer
satisfaction and the research work has been carried out at one of the „Reliance Fresh Store‟ in Vadodara
(Gujarat).Research design for this project is based on the scientific method using deductive reasoning.
The research is based on primary data using questionnaires and interviews of 150 respondents of almost all age groups.
The data is analyzed using Five Point Likert scale rating. The Quantitative approaches used are Correlation and
Regression analysis and R, R Square, Adjusted R Square, Standard Error of the Estimate, F- value, T- value have been
calculated through SPSS software to interpret the results of Regression analysis. The research focuses mainly on one of
the most important element of CRM i.e. „behavior of the employees‟. It is very useful element for finding out the level of
satisfaction among customers and hence it helps sellers in increasing the Lifetime Customer Value (LTV). The research
significantly shows that with respect to customer satisfaction, in terms of employee behavior, the assistance and guidance
from the employees contributes most significantly towards customer satisfaction.