A Study on the Role of CRM in Enhancing Relationship Quality and Customer Perception at Sundaram Finance, Chennai
A Study on the Role of CRM in Enhancing Relationship Quality and Customer Perception at Sundaram Finance, Chennai
Dr. A. ELAIYARAJA1, Mr. G. KARTHIK2
1Dr. A. Elaiyaraja, Professor, Master of Business Administration & Panimalar Engineering College, Chennai - 600123
2Mr. G. Karthik, Student, Master of Business Administration & Panimalar Engineering College, Chennai - 600123
ABSTRACT - Customer Relationship Management (CRM) is important for improving relationship quality and how customers view a company in the financial services industry. This study looks at how CRM practices affect customers at Sundaram Finance Limited, Chennai, with a focus on factors like customer satisfaction, trust, communication, and long-term relationships. The research uses primary data from 148 respondents collected through a structured questionnaire.To analyze the data, statistical tools such as ANOVA and chi-square tests were used. The results show that CRM practices have a positive but not very strong effect on how customers perceive the company.However, some issues were found, such as not enough effective communication, problems with digital platforms, and slow responses to customer complaints.These problems affect the overall quality of service and the customer experience. The study finds that improving CRM strategies, being more transparent, and responding better to customer needs can significantly improve customer satisfaction, relationship quality, and long-term loyalty in the financial services industry.
Key Words: CRM, Customer Relationship, Customer Perception, Relationship Quality, NBFC, Customer Satisfaction