Title of the Paper : CRM in Retail Sector Authors Name: Dr. Priya Sapra Asst.

Professor Oriental Institute of Management Sector 12, Vashi, Navi Mumbai, Maharastra 400703 Affiliation: Oriental institute is affiliated to Mumbai University Postal Address : Flat No. 104, 47- Block, FAM CHS, Sector 11 , Koparkhairane , Navi Mumbai, Pin code: 400709Maharastra Email ID: priyasapra@rediffmail.com Mobile: 9324843776

CRM in Retail Sector Abstract Introduction : CRM helps retailer to understand, anticipate and respond to your customers needs in a consistent way, right across organization. Every retailer today is aiming to an attempt to make a casual customer into loyal customer who develops a bond with retail store he/she visits. Excellent customer service is about being aware of customer needs and reacting to them effectively. Purpose of the study: The purpose of this paper is to suggest an integrated framework for designing, implementing and evaluating a CRM system in retail sector. CRM entails developing and maintaining mutually rewarding relationships with customers and channel members to achieve the total integration of a firms business strategy in order to delight the customer and secure profitable, lasting business relationships.

Design/ methodogy/ Approach: The paper summarizes key finding of previous research on CRM internal ( organizational) success/failure factors, adds a customer perspective on CRM expectations and perceptions and provide CRM or its prime constituent loyalty based programme to retain customers in retail sector. Findings of the paper: The paper finds that viewing a relationship as a value and as a quality driver should lead managers to consider expectations as a mean to design appropriate interaction flows with customers. Also, relationship expectations from customers point of view could be used as a segmentation variable to identify customer relationship profiles and address them with specific means. Key words:, Customer service quality, Customer relationship management (CRM)