A Study on Customer Relationship Management (CRM) and its Impact on Customer Satisfaction at Darling Showroom

Customer Relationship Management (CRM) has become a critical strategic tool for retail businesses
operating in highly competitive markets, where products, prices, and promotional offers are often similar
across outlets. This study examines the impact of CRM practices on customer satisfaction at Darling
Electronics Showroom, a smartphone (Oppo) retailer in Tamil Nadu. A descriptive research design was
adopted, and primary data were collected from 136 customers using a structured questionnaire built
around a five-point Likert scale, supplemented by secondary data from books, journals, and prior
research. Percentage analysis, descriptive statistics, and the chi-square goodness-of-fit test were used to
analyse the data. The results show an overall favourable perception of the showroom's CRM practices,
with customer feedback collection recording the highest mean score and after-sales communication
among the lowest, and the chi-square tests confirm that respondents' opinions are not evenly distributed
across response categories for any of the statements tested. The study concludes that customer service
quality, complaint handling, after-sales support, and consistent communication are the CRM dimensions
most closely associated with customer satisfaction, and it offers practical suggestions for strengthening
these areas.
Keywords: Customer Relationship Management, Customer Satisfaction, Electronics Retail, Customer
Loyalty, After-Sales Service, Complaint Handling, Chi-Square Test.