A Study on Customer Relationship Management (CRM) and its Impact on Customer Satisfaction at Darling Showroom

Abstract

Customer Relationship Management (CRM) has become a critical strategic tool for retail businesses operating in highly competitive markets, where products, prices, and promotional offers are often similar across outlets. This study examines the impact of CRM practices on customer satisfaction at Darling Electronics Showroom, a smartphone (Oppo) retailer in Tamil Nadu. A descriptive research design was adopted, and primary data were collected from 136 customers using a structured questionnaire built around a five-point Likert scale, supplemented by secondary data from books, journals, and prior research. Percentage analysis, descriptive statistics, and the chi-square goodness-of-fit test were used to analyse the data. The results show an overall favourable perception of the showroom's CRM practices, with customer feedback collection recording the highest mean score and after-sales communication among the lowest, and the chi-square tests confirm that respondents' opinions are not evenly distributed across response categories for any of the statements tested. The study concludes that customer service quality, complaint handling, after-sales support, and consistent communication are the CRM dimensions most closely associated with customer satisfaction, and it offers practical suggestions for strengthening these areas.