Customer Relationship Management: An Analysis on the Practices of Food and Grocery Retail Establishments

Abstract

The paper focus on Customer Relationship Management by Food and Grocery Retail Establishments in the small tribal economy of Mizoram. The study emphasises on the CRM practices of the retailers whilst taking into account the perception of the customers. The paper aims to find whether the CRM practices are communicated and perceived by the customers as aimed and practiced by the retailers. The study is an exploratory study based on primary data through structured questionnaire. Statistical tools such as Weighted Score, Maximum Possible Score, Wilcoxon Signed Rank Test, Pearson’s Correlation and Spearman’s Correlation. The findings of the study highlights the practices of retail establishments that is actually communicated and perceived to be effective by the customers as well as those which proves to be ineffective and not communicated well enough by the retailers.