UNDERSTANDING THE CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY IN PHARMACY-NAMAKKAL DISTRICT

Abstract

The main aim of the research is to identify the factors which ensure success in attaining loyalty of customers through the practice of customer relationship management. The area of research for the current study was Namakkal District. The data needed for the study was collected from 86 retail pharmacy customers. Method of simple random sampling was employed to gather data. A questionnaire which was self administered was used to collect primary data. This questionnaire had a 5 point Likert scale. The data so collected was analyzed with the help of the SPSS package. The coefficient of Regression determination (R²) is 0.995 which connotes that 99.5 percent of the difference on overall customer loyalty is established by the independent variables. In order to verify the significance of R², ANOVA was carried out and the outcome demonstrates a significant result (F = 132.260; p < 0.000) which indicates that the factors of CRM considerably have an influence (dependent variable) on the overall customer loyalty. All the statements of CRM have positive relationship.