Customer Relationship Management as Tool to Enhance Customer Loyalty at Selected Retail Stores in Chennai

Abstract 
The present study is concerned with customer relationship management as a tool to enhance customer loyalty at selected retails stores in Chennai city. With the passage of time, the characteristics and the number of activities in retailing as well as approaches to manage customer relationship in retail sector have changed across the globe, including India. CRAM has emerged as the latest buzzword in retailing, especially in organized retail sector, and an important tool to enhance retailer performance. But, before understanding CRAM in this sector, one must know the dynamic retailing scenario in India.