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Evaluating the Role of CRM Strategies and Retail Customer Experience in Enhancing Satisfaction and Retention

Authors:
R. Lekha, K. R. Mahesh Kumar, Ghousia Khatoon

Addresses:
Department of Management Science, Srishti College of Commerce and Management, University of Mysore, Bengaluru, Karnataka, India. Department of Accounting, Banking and Finance, Faculty of Administrative Sciences and Economics, Tishk International University, Erbil, Kurdistan Region, Iraq.

Abstract:

This study examines how Customer Relationship Management (CRM) approaches affect customer satisfaction and retention, and how retail customer experience affects satisfaction criteria. This study identifies the key factors that affect customer loyalty and offers insights for companies seeking to improve customer engagement and strengthen relationships. A systematic questionnaire was used for the survey. Data was collected offline and online. Participant selection used convenience and random sampling. Data analysis employed 315 replies. Effective Customer Relationship Management (CRM) tactics boost customer satisfaction and retention by fostering personalised connections and trust, according to studies. Positive retail consumer experiences boost satisfaction and brand loyalty. Companies that combine CRM with great in-store experiences retain customers and stay ahead. This study is limited to Bangalore, which may limit its applicability to other cities with different consumer habits, market dynamics, and business ecosystems. The results may not capture the many cultural, economic, and demographic factors that affect consumer happiness and retention in other environments. Different retail infrastructure and CRM deployment beyond Bangalore may further alter the generalisability of these findings.  Future studies should use a broader geographical context for more comprehensive results. This study links Customer Relationship Management (CRM) effectiveness to retail customer experience, offering practical solutions to improve customer happiness and retention.

Keywords: Customer Relationship Management; Customer Satisfaction; Customer Retention; Retail Experience; Consumer Behaviour; Loyalty Strategies; Customer Engagement.

Received on: 26/12/2024, Revised on: 25/03/2025, Accepted on: 02/06/2025, Published on: 10/12/2025

DOI: 10.69888/FTSSSL.2025.000521

FMDB Transactions on Sustainable Social Sciences Letters , 2025 Vol. 3 No. 4, Pages: 169-180

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