Research Synopsis

Impact of CRM Practices on Organization Performance With Spe-

cial Reference To Selected Pharmaceutical Companies In Rajasthan
Region

FACULTY OF MANAGEMENT STUDIES

WISDOM
BANASTHALI VIDYAPITH
(Category A- MHRD, GoI, Re-accredited with A grade by NAAC, UGC and All India Factual Rank I by AC Nielsen)

Research Scholar:
Ruchi Agarwal
Banasthali Vidyapith

Supervisor:
Dr. Anil Mehta (Professor, Banasthali Vidyapith)

Banasthali Vidyapith, P.O. Banasthali Vidyapith, Rajasthan-304022

CERTIFICATE

This is to certify that Ruchi Agarwal resident of Jaipur, India has enrolled in the
PhD programme of Banasthali Vidyapith. The student proposes to pursue research
on the topic “Impact of CRM Practices on Organization Performance
with Special Reference to Selected Pharmaceutical Companies in
Rajasthan Region” under my supervision and guidance. To the best of my
knowledge and belief, the topic is suitable for a doctoral research and no work has
been carried on the said title. The synopsis is enclosed for necessary action.

Date: Dr. Anil Mehta

Place: Research Supervisor

DECLARATION

I, Ruchi Agarwal student of PhD, Banasthali Vidyapith Jaipur hereby declare that
the synopsis entitled “Impact of CRM Practices on Organization
Performance with Special Reference to Selected Pharmaceutical
Companies in Rajasthan Region” is submitted by me in the line of partial
fulfillment of the Doctorate of Philosophy.
I assure that this synopsis is the result of my intellectual endeavor and it has not
been submitted in any other institutions and universities for the award of any
degree or diploma.

Date: [RUCHI AGARWAL]

Place:
 TABLE OF CONTENTS

1.1 Introduction

1.1 Operational concepts relevant for this study

1.1.1 CRM

1.1.2 CRM components

1.1.3 Benefits of CRM

1.1.4 Introduction to Indian Pharmaceutical sector

1.1.5 Theoretical framework for study

1.2 Review of literature

1.3 Research Gap

1.4 Statement of problem

1.5 Objectives

1.6 Hypotheses

1.7 Research Methodology

1.7.1 Research Type

1.7.2 Research Design

1.7.3 Sample Design

1.7.4 Sources of data collection

1.7.5 Sampling design

1.7.6 Sample Frame

1.7.7 Sample Size

1.8 Tools & techniques for Data Analysis

1.9 Rationale & significance of study

1.10 Organization of Thesis

Bibliography/ References
1.0 Introduction
Customers are the primary source of income, marketing and promotion of business of any indus-
tries. Total number of customers determines the profit and loss of industry so relationship be-
tween the customers and industry is must for the growth and development of industry. The prod-
uct and service of pharmaceutical industry is serious concern of public because it directly relates
with the public health. Social role of medicine companies are more important than other types of
manufacturing and service oriented companies. Customer relationship management (CRM)
means increasing revenues and profitability by coordinating, consolidating and integrating all
points of contact that enterprises have with their customers, which is what in effect integrates
marketing, sales and service. Under the marketing process: CRM supports the customer and the
business itself with information on products, campaigns, customer profiling. Similarly, in sales
process, CRM supports the customer with call center activities, product configuration informa-
tion. In service process, CRM supports the customer with problem analysis, handling guarantees
(Osterle & Muther, 1998). CRM should be maintained by every organization for the better
growth and development of their organization. Consumers are subjects that purchase goods and
services to satisfy their needs. The consumer behavior derives from the decision whether, what,
when, where and how to purchase goods and services. Therefore, marketing is primarily inter-
ested in the behavior of the subject as a consumer. Generally, marketing constantly follows the
consumer’s needs as a basic assumption in the development of a suitable strategy leading to the
consumer’s satisfaction (Ilieska, 2009). Advertisement is one effective tool to attract the cus-
tomers. Advertising is a subset of promotion mix which is one of the 4P’s in the marketing mix
i.e. product, price, place and promotion (Kumar & Raju, 2013, p. 37). Advertising is the effective
source to influence the mind of viewers and gives viewers exposure towards a particular product
or service it play an important role in business presentation and is a useful strategy to attract cus-
tomers (Rehman, Nawaz, Khan, & Hyder, 2014, p. 405).A good management should know how
to attract and retention their customers.
Modernization & Globalization has created a borderless market nowadays. Liberalization
in industries in general & particularly in the service sector has created numerous options in front
of customers. Customers play a significant role in the process of marketing and it has made clear
to the companies that being customer centric is very important. Companies across the world in-
cluding pharmaceutical industry are realizing that the only way to survive as well as grow while
keeping in view the shareholder’s wealth maximization, is to focus on Customer relationship
management on continuous basis. Thus, it naturally becomes attractive for researchers to analyze
the various customer relationship practices in industry and customer responses regarding CRM to
add to the existing knowledge. While, CRM has been studied a lot in the global context, the stud-
ies in Indian context & particularly for pharmaceutical industry are very few.

1.1 Operational concepts relevant for this study

Here, an account of following concepts has been mentioned:

• CRM (Customer Relationship Management)

• Components of CRM

• Benefits of CRM

1.1.1 CRM
CRM simply means “Managing the relationship with a customer”. And, the invisible thread of
relationship builds a unique bond between a customer and an organization. The recognition of
the importance for managing customer’s relations and customer assets is increasing day by day.
Marketing has shifted the paradigm from brand centered to customer centered approach. Parvati-
yar and Sheth (2001) have mentioned in their studies that “The academic circle often uses the
term ‘relationship marketing’ and ‘CRM’ interchangeably”. Brown (2000) has mentioned in his
studies that “For businesses, CRM is not just a software package; it is an application which aims
to understand, predict and control the needs of organization’s current and potential customers”.
Gordon (2002) quoted CRM as a series of strategies and processes that create new and mutual
value for individual customers; it also builds preferences for their organizations and improves the
results of business over a lifetime of association with their customers”.

1.1.2 CRM components

The 3 essential elements for any successful CRM strategy are People, Process and Technology.
Though these three components are different from each other but they require equal considera-
tion is delivering a sustained customer value. The ‘people’ element refers to the processes in
CRM which are not possible to be carried out using only the technological solutions, such as
planning customer strategy, improving the CRM processes, handling intimate communications
with customers. Bull (2003) & Rigby et al. (2002) have mentioned in their studies that ‘people’
part requires the ability of operational staff and executives to understand, and analyze customer
knowledge and satisfy the needs of customer in a customer oriented culture. The other two com-
ponents include the actions of ‘people’ involved. Dych (2001) has suggested in his studies that
“The CRM technologies can be categorized in three components: 1) operational, 2) collaborative
and 3) analytical”. Peppers and Rogers (2011) quoted that “Operational CRM refers to the com-
ponent that helps in improving the efficiency of day-to-day operations related to customers”.
Therefore, it refers to the automation of processes which involves communication and interaction
with customers and integrates front, back and mobile offices.

1.1.3 Benefits of CRM

CRM tries to analyze the data about a customer’s history with any specific company and to im-
prove the business relationship with the customers. It specifically focuses on ‘customer reten-
tion’ which ultimately leads to drive the sales growth chart also. Swift (2000) mentioned that
“The benefits of CRM are different in every business; there are some benefits common to all
businesses”.

These common benefits are mentioned below:

• Helps in creating sales reports

• Value of each client relationship is well understood

• Improves customer experience

• Better co-ordination and co-operation of different departments.

• Gives automated analytics and reporting tools

• Reduces the marketing cost.

• Helps in decreasing the client attrition rate.

1.1.4 Introduction to Indian Pharmaceutical sector

The Indian Pharmaceutical Industry which is now considered to be one of the fastest growing in-
dustries in India, was practically non-existent in early 1970’s. This industry now has a wide
range of capabilities to offer, in this highly complex field of drug manufacture and technology.
The Indian Pharma Industry (IPL) came into focus when India took over as the primary center
for pharmaceutical production of bulk drugs and products without patent production
(Mazumdar,2013).
Evolution of CRM based Marketing approach in Indian Pharmaceutical Industry (IPL)
From a mere Rs. 10 crore base in 1947 to being the largest provider of generic drugs globally,
with Indian generics accounting for 20% of the global exports in terms of volume, in 2015, In-
dian Pharmaceutical industry has come a long way. The Pharmaceutical market of India is the
third largest in terms of volume and 13th largest in terms of value (Kaur&Saluja,2015).

1.1.5 Theoretical framework for study:

Source: Bahri-Ammari, N., & Soliman, K. S. (2016)

1.2 Review of literature

1. Harliyanto, D., & Soediantono, D. (2022) analyzed the relationship of e-Marketing (EM)
on Company Performance, e-CRM (EC) on Company Performance, e-Marketing (EM) on e-
Loyalty, e-CRM (EC) have a positive effect on e-Loyalty (EL), e-Loyalty (EL) on Company,
e-CRM (EC) on Company Performance (CP) through e-Loyalty (EL) and e-Marketing (EM)
on Company Performance (CP) through e-Loyalty (EL). Based on regression test results
shows the result eMarketing has significant effect on Company Performance, e-CRM has sig-
nificant effect on Company Performance, e-Marketing has not significant effect on e-Loy-
alty, e-CRM has not significant effect on e-Loyalty, e-Loyalty has not significant effect on
Company Performance, e-CRM has not significant effect on business sustainability through
e-Loyalty. e-Marketing has not significant effect on Company Performance through e-Loy-
alty.
2. Ali, R., Ali, S., Ahmad, M., & Nazish, Z. (2019) examined the impact of CRM capability
dimensions, on organizational performance. The study identified four customer relationship
management capability dimensions, which play a significant role in an organization. The re-
sult indicated that there was no impact of customer orientation and CRM technology on orga-
nizational performance while CRM process and CRM organization reported significant im-
pact on organizational performance
3. Rafiki, A., Hidayat, S. E., & Razzaq, D. A. A. (2019) investigated the relationship between
customer relationship management (CRM) dimensions (i.e., top management support, cus-
tomer orientation, training orientation, customer data, customer information-processing and
integration) and organizational performance in telecommunication companies in Kuwait. The
results of this study found that top management support, customer data and customer infor-
mation processing are positively related to organizational performance, while other variables
of customer orientation, training orientation and integration of CRM have no significant in-
fluence on organizational performance.
4. Kaur, G., & Tamboli, R. L. (2018) analyzed the extent of use of CRM strategies by the
pharmaceutical companies and their effectiveness with chemists in Delhi city. Results
showed MR visits, conducting retailers meet, giving discounts, schemes & offers on purchase
of products, gifts such as pen, writing pad, mugs, T-shirts etc. are commonly used offline
 CRM tactics at retail level. The online tactics included the use of specialized software like
ERP solutions, CRM solutions and SCM software. Results also showed Chemists kept stocks
only once the prescription is generated from the doctor, not on the recommendation of MR.
5. Krizanova, A., Gajanova, L., & Nadanyiova, M. (2018) created the CRM (Customer Rela-
tionship Management) level and performance measurement model. They developed a model
in a particular sector based on the most advanced CRACK method with nine key areas such
as Brand management, Offer management, Classic marketing, Sales activities, Service and
support activities, Logistics operations, Compliance with promised terms, Internet activities,
Customer Support, and Complex indicators. The results of an empirical survey highlighted
the areas which company had underestimated so far and did not give them the attention that
customers and business representatives would require for selected criteria.
6. Gurpreet Kaur et al (2016) presented a review on the study “Influence of Pharma CRM &
Personal Selling Strategies on the Prescription Behaviour of Doctors- a Literature Review”
and analyzed the factors that affect the prescription behaviour of doctors and tries to evaluate
the effects of CRM and personal selling strategies of pharma companies on this prescription
behaviour.
7. Nadra Behri Ammari (2016) has examined the CRM outcome on increasing customer satis-
faction and customer retention in his study “The Effect of CRM Implementation on Pharma-
ceutical industry’s Profitability: The case of Tunisia”. In this study the impact of CRM on
loyalty in the pharmaceutical sector in Tunisia was considered. Perception about service
quality, customer satisfaction, loyalty, retention and firm profitability were taken as indepen-
dent variables. The study highlighted the significance of CRM and service quality perception
in maintaining a sustainable and gainful relationship with customers. Exploratory and confir-
matory analysis method was used in the study. The study used structural equation modeling
to confirm results. The results explained that there were significant relationships between
CRM strategies and perception, satisfaction and loyalty. However, there were no significant
relationships either between CRM and customer retention or between CRM and revenue gen-
erated by companies.
8. Waseem John & M. Khalid Azam (2016) explored in their study” The structure of Distri-
bution in Indian Pharmaceutical Industry: Importance of Customer Relationship Management
(CRM) and Distributor Relationships” that how Customer Relationship Management (CRM)
 as a strategic tool has the competence to maintain the relationship of companies with their
distributors and other members of supply chain through effective communication. The former
part of the paper throws a light on the common structure of the pharmaceutical distribution
network. It was based on earlier academic literature, practitioner literature, discussions on
web forums and some unstructured discussions with the pharmacists and medical representa-
tives. Whereas, after that part of the paper explore the importance of business-to-business re-
lationships in the pharmaceutical industry and provides a short outlook of some CRM tools
used with their appropriate functionalities and advantages. This study concluded that distri-
bution structure of Indian pharmaceutical industry was very difficult and active in nature and
the relationships with the supply chain partners were critical in pharmaceutical industry and
such relationships need to be managed very vigilantly for aggressive advantage.
9. Pathak, G., & Bhola, S. S. (2014) showed how Customer relationship management enables
companies to develop long-term relationships with customers that led to increased profits and
business performance. Each employee in the company must be aware of the need and impor-
tance of CRM. Pharmaceutical industry is struggling for developing and maintaining the rela-
tion with the customers for that, sales representatives are trying to develop relation with all
the stakeholders viz. Doctor, Stuckist and Retailers i.e., Chemist. The ultimate consumer of
pharmaceutical product is patient. Present research highlights relationship between each
stakeholder in pharmaceutical marketing and the use of relationship for business develop-
ment.
10. Sarang Bhola (2014) in their study titled as “Customer relationship management (CRM) in
pharma” highlighted relationship between each stakeholder in pharmaceutical marketing and
the use of relationship for business growth. The study showed that in this era Relationship
management (RM) strategies have very important role in the growth and development of
business. Customer relationship management was an incorporated effort and the strategies
were implemented throughout the whole company in order to achieve great success. The re-
searcher suggested that all the employees in the company should know the significant aspect
of CRM policies.

1.3 Research gap

Many studies have been conducted which attempted to show how the CRM practices help
in bringing Consumer satisfaction or loyalty. Few studies can be found which established
 how the CRM practices help in bringing customer loyalty or organizational effectiveness.
A significant number of studies can be found which discussed upon the CRM practices in
pharmaceutical industry. Very few studies can be found which discussed how CRM prac-
tices of pharmaceutical company impacts its organizational effectiveness. Also, no stud-
ies can be found which discussed on this topic which is specified to Rajasthan.
The present study has answered the following questions:
 What type of customer relationship management practices doctors consider important
while prescribing their medicine?
 To what extent pharmacist cum retailers feel satisfied regarding customer relationship
management practices offered by pharmaceutical companies.
 What type of problems pharmacist cum retailers face while dealing with the pharma-
ceutical companies.

1.4 Statement of problem

Improving performance has become a company-wide effort as the increasing globalization of

business emphasizes continuous improvement. Customer Relationship Management (CRM)
is the preferred approach to achieve this end. All employees should know that satisfying cus-
tomers is fundamental to the long-term firm performance. But customer satisfaction can only
be achieved after first defining the customer groups and developing long term customer rela-
tionship. Thus, overall organizational performance of the company

Hence the current study will attempt to investigate Impact of CRM Practices on Organization
Performance with Special Reference to Selected Pharmaceutical Companies in Rajasthan Re-
gion.

1.5 Objectives

1. To identify CRM practices in selected pharmaceutical companies of Rajasthan.

2. To identify the factors affecting organization performance
3. To analyze impact of CRM practices on organization performance
4. To suggest better ways and means for developing good customer relationship management
practices in selected pharmaceutical companies of Rajasthan
 Operationalization of the objectives
In this section, operationalization of objectives will be discussed. First objective will be attained by a
questionnaire prepared for the doctors and for attaining the second objective another questionnaire
for pharmacists cum retailers will be prepared.

1. A Structured questionnaire will be prepared to attain the first objective i.e. to find out the expecta-
tions of doctors towards the services provided by pharmaceutical companies. The questionnaire is
sought to be separated into two parts. First part will be covering to obtain demographic information
about doctor’s age, sex and educational qualification, marital status, practicing status and area where
they work. For the second part of the questionnaire, services offered to doctors will be identified from
the websites of the selected companies. The statements related to their influence on prescription be-
havior of doctors will be obtained from the respondents.

2. To achieve the second objective, another questionnaire will be designed for pharmacist cum retail-
ers of pharmaceutical companies. The questionnaire is sought to be included three sections, first divi-
sion will be related with personal information about the respondent and the second section, will be in-
quiring about the perception of respondents related to the services offered by pharmaceutical compa-
nies.

3. To fulfill the third objective i.e problems faced by customers (pharmacists cum retailers) from
Pharmaceutical companies, researcher could understand the problems and difficulties faced by the
pharmacists cum retailers through pretested questionnaire after identifying their issues; these prob-
lems will be asked in the third section of questionnaire in the form of close ended question.

1.6 Hypotheses

H01: CRM practices have no significant impact on performance of selected pharmaceutical

companies
Ha1: CRM practices have significant impact on performance of selected pharmaceutical
companies
H02: CRM practices do not differ significantly in selected pharmaceutical companies
Ha2: CRM practices differ significantly in selected pharmaceutical companies
H03: Impact of CRM practices on Organizational Performance do not differ in selected
pharmaceutical companies
Ha3: Impact of CRM practices on Organizational Performance differ in selected pharmaceutical
companies
 *Testing of hypothesis and results obtained will be discussed in final report.

1.7 Research Methodology

1.7.1 Research Type

The research will be based on quantitative study. The researcher will use descriptive analytical approach
in conducting the research. According to the research purpose, the present study will be mainly of ap-
plied nature.

1.7.2 Research Design

A Research design is an outline or draft for the conduction of marketing research project. It explains the
procedures necessary for obtaining the information needed to solve the problems in research marketing.
Although a broader and better approach to the problem has been developed already, the research design
clearly specifies the details-the nuts and bolts-of implementing that approach. A research design lays the
foundation for the execution of the project. A good research design would help in conducting the mar-
keting research project effectively and efficiently. The proposed research will be exploratory as well as
descriptive in nature. The main aim of exploratory research is to throw light and then understanding the
problem confronting the researcher (I.M Halman). The present study is exploratory in nature as the main
purpose of research is to gain deeper understanding about the customer relationship management prac-
tices in pharmaceutical companies and its impact on the customer’s attitude. The study is descriptive in
nature as it has been undertaken to describe the situation, community, phenomenon, outcome or pro-
gram.

1.7.3 Sample Design

After specifying the target population, sampling design will be formulated. It is very tough to examine
the whole universe so only alternative is to take sampling into account. Hence target population of the
present study will also serve the same purpose. “Sample is a subgroup of the elements of the population
selected for participation in the study,” The study covers the five districts of Rajasthan state and the data
will be collected for the time period 2022 to 2024. Thus a good sample would be a miniature version of
the population, which would involve the following:
 Universe and population

 Sample units

 Sample size

 Area of the study

 Sampling technique

a) Population

The population addressed under the present study will include the consumers of Indian pharmaceutical
industry and all employees of pharmaceutical industry’s marketing department.

b) Sampling Units

The present study will consist of pharmaceutical companies. The sample unit will include five leading
companies (based upon market share) viz. (CIPLA, Abbott, Lupin Limited, Sun Pharma and Cadila) in
Rajasthan based on market share.

The sampling unit would be all consumers and marketing department’s employees of selected
pharmaceutical companies (CIPLA, Abbott, Lupin Limited, Sun Pharma and Cadila) operating in Ra-
jasthan.

c) Sample Size

Sample Size correlates to the number of elements considered in the study. Several qualitative and quan-
titative aspects are taken into account for determining the sample size. For exploratory research designs,
such as those using qualitative research, it is typically small. For conclusive research, such as descriptive
research, larger samples are required. The present study consists of pharmaceutical industry of India.
The sample unit included five leading companies (based upon market share) viz. (CIPLA, Abbott, Lupin
Limited, Sun Pharma and Cadila). Maximum drugs of these companies are sold in Rajasthan. To
achieve research objectives of present study, information will be collected from two types of respon-
dents. One, the customers i.e. doctors who are prescribing medicines of these companies and second, the
pharmacists cum retailers who purchase and sale drugs of these selected companies. Total 400 respon-
dents will be approached from the selected cities of Rajasthan (Jaipur, Jodhpur, Udaipur and Kota) in
which 200 respondents will be consumers and 200 would be marketing department’s employees of se-
lected pharmaceutical companies (CIPLA, Abbott, Lupin Limited, Sun Pharma and Cadila).
1.7.4 Sources of data collection:

For the purpose of collection of data for research purpose both primary and secondary data will be used.
The primary data will be collected from consumers and marketing department’s employees of selected
pharmaceutical companies (CIPLA, Abbott, Lupin Limited, Sun Pharma and Cadila) operating in Ra-
jasthan. For primary survey, questionnaire method will be applied. The questionnaire may be online or
offline.

While secondary data will be gathered from books, journals, annual reports, magazines etc.

 Primary Data
Personal interview
Online questionnaire
Offline questionnaire
 Secondary Data
Journal
Annual Report
Magazines
Books

1.8 Tools & techniques for Data Analysis:

In order to fulfill the objectives of the study, several statistical and mathematical tools &
techniques will be employed to analyze the gathered data with the help of IMB SPSS soft-
ware. Cronbach’s Alpha would be employed to check reliability of questionnaire.

For primary data Analysis,

 Frequency Analysis
 Descriptive Statistics
 Hypothesis Testing (ANOVA, t-test, Chi Square Test etc.)
 Regression Analysis

For secondary data Analysis,

 Descriptive Statistics
 CAGR
  Ratio Analysis technique would be used

1.9 Rationale & significance of study

The purpose of the present study is to make a fresh attempt to understand the role of Rela-
tionship Management practices to influence drug prescription behaviour of doctors. The need
for the study can be encapsulated in the following points:-

1. The Indian pharmaceuticals market is placed third largest in terms of units and thirteenth
largest in terms of value, as per a report of equity master and Indian pharmaceutical sector is
expected at a compound growth rate (CAGR) of 15.92 percent to US$ 55 billion by 2020. So
this is the fastest growing sector of Indian economy and therefore, the need for focusing on
this sector. Moreover, Indian drugs are exported to more than 200 countries in the world,
with the US as the key market, Generic drugs account for 20 percent of global exports in
terms of volume, making the country largest provider of generic medicines globally and ex-
pected to expand even further in coming year. So in this intense competition, more focus on
pharmaceutical companies is required.

2. There is a need to focus on customer relationship management practices in context of In-

dian pharmaceutical industry in order to have a bigger market share in the global era. Further
the study will help to identify the Pitfalls of customer relationship management practices and
challenges faced by the different stakeholders of the pharmaceutical industry. Therefore the
study is designed to focus on various components of customer relationship management prac-
tices which are an integral part of CRM strategy.

3. There is a need for the study in Haryana because most of the study has been conducted
across the nation. The concepts of customer relationship management practices may give
their impact differently on the basis of environment of various places, culture, paying capac-
ity economy, habits etc. on customer attitude.

1.10 Organization of Thesis

Chapter One: Introduction

This chapter will describe the general introduction on CRM practices in pharmaceutical com-
panies in India. Components of CRM and Organizational performance will be described in
the same chapter. The chapter will also explain the research background, formation of re-
 search questions and rationale of the study. Importance of CRM practices to imporve organi-
zational performance in pharmaceutical companies and scope of the study area will be dis-
cussed as well. In the end chapter summary will be presented.

Chapter Two: Review of Literature and Research Methodology

Theoretical foundation of subject matter and extensive review of literature related to CRM
practices of pharmaceutical companies has been presented in this chapter. The review will
commence from the general concept of pharmaceutical market. The chapter will further de-
scribe the review of existing literature on the basis of various parameters of CRM impacting
organizational performance. The summary of chapter will be provided at the end to find out
the research gap.

Further this chapter will explain the research methodology adopted for conducting the re-
search. It will describe the objectives sought and subsequent hypothesis on the basis of area
of the study. The chapter will also explain the research design, sampling design, types of data
and data collection methods. Definitions of research variables along with their source will be
presented as well. Statistical tools used, hypothesis testing procedure and model specification
will be given at the end.  

Chapter Three: CRM practices of Selected Pharmaceutical Companies  

This chapter will comprise of CRM practices explaining marketing strategies adopted by var-
ious pharmaceutical companies.

Chapter Four: Impact of CRM practices on organizational performance - Results and Dis-
cussion  

This chapter will comprise of a detailed description of demographic analysis, descriptive statis-
tics and inferential statistics explain hypothesis testing along with inferences out of data analysis.

Chapter Five: Summary of Findings, Suggestions & Conclusion

This chapter will provide a summary of findings and conclusions obtained in the study. The
suggestions and limitations will be also discussed in this chapter.

Chapter Six: Significance, limitations and Future Scope of the Study

This chapter will reveal the significance of the study along with limitations and further scope
if any.
Bibliography/ References

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