Online published on 20 July, 2015.
The objective of this research paper is to study CRM practices towards selected gems & jewellery retailers. This research is conducted in Pune city and a survey method was used to collect the data from 20 Gems and Jewellery retailers and 40 customers. Gems and jewellery sector is an integral part of the nation's economy with its huge potential. The jewellery market is one of the largest consumer sectors in the country-larger than telecom, automobiles, and apparel and perhaps second only to the foods sector. Today in the highly competitive market, increasing customer demands retail outlets realize the importance of customer relationship management. Customer Relationship Management (CRM) is one of the most popular business strategies that have been adopted among researchers, house-building companies, institution and organizations nowadays. The lack of understanding on Customer Relationship Management (CRM) is always a concern among the service providers especially retail outlets, retailers have their own way of managing their relationships with the customers.
