*Meenakshi Kaushik, **Sapna Dadwal & ***Garima Bhati
* Professor, Accurate group of Institutions, Greater Noida, Uttar Pradesh, India.
** Professor, St Andrews Institute of Technology & Management, Gurgaon (Haryana), India.
*** Research Scholar, School of Commerce and Management, Lingayas University, Faridabad, Delhi, India.
CRM is built on the philosophy of relationship marketing that aims to create, retain, develop and enhance relationships with customers as well as to enhance the customer lifetime value with the organization and organization’s profitability. Dynamic & Cutthroat competitive business environment has forced Apparel industry to implement such customer relationship management processes & practices which aims not only to attract but also to retain their old customers. The goal is to improve the customer experience with the organization so that it enhances satisfaction and loyalty which in turn will lead to increased profits. Customer relationship management is a wide business strategy adopted by most big organizations. In apparel industry requires a customer-centric business approach to support effective marketing, sales, service, and process. The study analyses CRM initiatives in the apparel Industry as the competitive environment for apparel organizations is changing rapidly. The apparel industry has emerged as a big component of the industrial sector in India and has been constantly adding to the revenue of our country. The apparel sector aims to serve the customer’s needs as per the latest fashion and trends.
customer relationship management, apparel industry, fashion & trends
Berry, L.L., (2000), Relationship marketing of services- growing interest, emerging perspectives, in Sheth J.N., Parvatiyar, A. handbook of relationship marketing, Sage publications, London, 149-70.
Bulger.D. (1999). The evolution of Relationship Marketing : Reaching an Audience of One. Direct Marketing, 61(12), 54-59.
Buttle. (1996). Relationship Marketing, Theory and Practice. Paul Chapman Publishing Ltd., London
Grönroos, C., (1994). From marketing mix to relationship marketing. Toward a paradigm shift in marketing, Management Decision, 32(2), 4-32.
Gronroos, C., (1996). Relationship Marketing, Strategic and Tactical Implication, Management Decision, 34-3, 5.
Gronroos, C., (2000). Relationship Marketing- The Nordic School perspective in J.N. Sheth and A. Parvatiyar (eds.) Handbook of Relationship Marketing, Thousand Oaks, CA, Sage, 95-117.
Gummesson Evert. (1990). Service Design, The TQM Magazine, 2(2).
Gummesson Evert. (2002). Relationship Marketing and a New Economy, Its time for deprogramming, Journal of Services Marketing, 16(7).
Gummessone. (1999). Total Relationship Marketing: rethinking Marketing Management from 4P, st 30 R,s, Oxford: Butterworth Heinemann.
Peppers, D and Rogers, M. (1995). A New Marketing Paradigm: Share of Customers, not Market Share. Managing service quality, 5(3), 48-51.
Sheth J. and Parvatiyar, A. (1995). Relationship Marketing in Consumer Markets: Antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 225-271.
Vary,R., (2002). Relationship Marketing, dialogue and Networks in the E-Commerce era, John Wiley&Sons, England.
To cite this article
Meenakshi Kaushik, Sapna Dadwal, & Garima Bhati. (2020). CRM Strategies Followed By Apparel Industry of India. Sparkling International Journal of Multidisciplinary Research Studies, 3(4), 1-8.