Effect of Customer Relationship Management (CRM) on Customer Satisfaction

Dheeraj Anchuri

Abstract: In a highly competitive market, companies need to maintain a positive relationship with their customer. A good CRM (customer relationship management) program that helps the company in satisfying the customer, the research study would explore different methods and techniques for establishing effective CRM to satisfy the customers. The purpose of the study was to check the effectiveness of customer relationship management (CRM) in retaining and satisfying customers regarding Chai Point, India. This study shows that customer relationship management has a significant effect on customer satisfaction and both variables have positive relationships. The company makes its CRM as strong and reliable the customer will be more satisfied and retain with the company. The study concluded that CRM is playing a major role in increasing the market share, it enhances productivity, superior employee’s morale in the meanwhile it improves the in-depth customer knowledge and also higher customer satisfaction to improved customer loyalty company will also have the clear information that what are their customers, what are their needs, and what will make them more satisfied.

Keywords: CRM, Customer Satisfaction, IT Infrastructure