International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

A comparative study on customer relationship management as a tool for enhancing competitiveness in the organized retail sector in Raipur city (India) with special reference to Fbb, Max and Pantaloons

Author Affiliations

  • 1MATS University, Raipur, CG, India

Res. J. Management Sci., Volume 6, Issue (5), Pages 20-34, May,6 (2017)


We are witnessing a dynamic business scenario in every sector of the Indian economy. To cope up with the level of competition all the business houses require to learn about their buyers in and out. Here CRM proves to be an important tool in enhancing the competitiveness of the organizations. The objective of CRM is to maintain a database wherein all the details of customers is collected and extended into a databank as a valuable asset. India is witnessing a breakaway in the buying pattern of today’s consumers thereby altering the whole shopping scenario. This has affected Raipur city also. CRM is built on the philosophy of relationship marketing that aims to create, retain and develop relationships with the customers. To withstand the prevailing competition, a business organization will have to take up “Quality and Customer Satisfaction” as the important dimension. Thus, the work undertaken here is with the objective to explore whether CRM strategies are an effective tool for satisfying customers and retaining them with special reference to Pantaloons, Fbb and Max – the outlets in Ambuja Mall (the organized retail sector) in Raipur city.


  1. Kumar A. Mayur (2014)., Study of Customer Relationship Management (CRM) Practices in organized retail shopping Malls at bengaluru city in India., International Journal on Global Business Management and Research, 2(2), 29. ISSN 2278 8425;
  2. Dadwal Sapna (2017)., CRM: A Competitive Tool for FMCG Sector., Special Issue on International Journal of Recent Advances in Engineering and Technology (IJRAET); V-4 I-1 ISSN 2347-2812
  3. Sammut J. Hadrian (2017)., A competitive advantage through customer relationship management., 386971,
  4. Canada Salesforce (2017)., What is CRM – A Holistic Approach to Customer Relationship Management.,
  5. Garg Ati and Chowhan Singh Sudhinder (2013)., Customer Relationship Management in Organise Retail Sector; GRA – Global Research Analysis., 2(10). ISSN No 2277-8160