A study on the impact of customer relationship management on customer loyalty with special reference to cellular operators in Chennai city

Abstract

The concept of Customer Relationship Management has a significant role in every business organisations. It plays a predominant role especially in service organisations where, customer acquisition, rendering the required service and retain them by providing value for their cost for a long period of time, and improve continuous revenue from that customer. Customer Relationship Management in highly competitive cell phone service helps the service provider in extending the service as well as help in acquire, serve and retain the cell phone users. The study is undertaken to identify the impact of Customer Relationship Management tool in confirming the concept of customer loyalty among the cell phone service providers in Chennai city. The study was undertaken among the cellular users in Chennai city. A pilot study was undertaken with a structured questionnaire. The questionnaire was circulated to 50 persons in Chennai city. The Cronbach Alpha method and Hotelling T-test were applied to check the reliability of the data. These tests revealed the reliability as 0.897, which states that it was 89.7 percent reliable. With minor modifications based on the feedback provided by the respondents, the questionnaire was circulated to the cell phone users in different parts of Chennai city using Stratified random sampling technique. The questionnaire was circulated to 572 respondents. 556 respondents filled the questionnaire, out of that 534 respondents filled it properly and they are considered for data analysis. So the exact sample of the study is 534.The data for the study comprises of both primary and secondary data. Primary data was collected for the survey and the secondary data was collected from different books, journals, magazines, periodic reports by various associations and from other dailies. The primary data collected through the survey was analysed using Statistical Package for Social science (SPSS).