Customer Relationship Management in Departmental Stores of Chennai City

Loyalty is not a virtue with the Indian shopper. Customer Relationship Management was being used as a way to increase sales passively as well as through active improvement of customer service. CRM represents an enterprise approach to developing full-knowledge about customer behaviour and preferences and to developing programs and strategies that encourage customers to continually enhance their business relationship. The current study gives an insight about the existing patronising level of departmental store, current service level satisfaction and ways and means to understand and attract customers to spend more and increase the Share of wallet. The cluster analysis and discriminant analysis proves that the Chennai respondents can be segmented into three namely, North, Central and South based on the six dimensions of satisfaction.