Role of CRM in Customer Loyalty and Repeat Purchase Intention: An Analytical Study

Abstract

Acquiring fresh customers has become more difficult than ever in the fiercely competitive business environment of today. Customer relationship management (CRM) is critical for attaining this aim; hence it is imperative for firms to concentrate on keeping their current clients. Businesses use CRM as a technique to control relationships with current and potential clients. It involves the synchronization, automation, and organization of sales, marketing, customer service, and technical support activities through the use of technology.Businesses in India are realizing the value of CRM in fostering customer loyalty and encouraging repeat purchase intention as a result of the rising need for personalized experiences and the fierce competition in nearly every sector.Businesses can develop a deeper understanding of their consumers' wants and preferences and customize their products by putting CRM techniques into practise.Additionally, CRM may strengthen customer connections by delivering personalized services, effectively addressing problems, and improving all aspects of the customer experience. In the end, this may result in greater Customer retention, a greater customer lifetime value, and enhanced corporate profitability. It is clear in this setting that CRM has turned into a vital tool for companies looking to establish a solid and devoted consumer base in India.