| Home

Overview


Original Research

AUGMENTING CUSTOMER SATISFACTION AND PURCHASE BEHAVIOUR IN THE INDIAN MARKET THROUGH OMNI-CHANNEL CRM STRATEGIES

ROMANA IRFAN 1, Dr. SMRITI TIWARI 2, and Dr. SYED MOHAMMAD FAISAL 3.

Vol 19, No 01 ( 2024 )   |  DOI: 10.5281/zenodo.10559272   |   Author Affiliation: Research Scholar, School of Humanities & Education, Singhania University, Jhunjhunu. Rajasthan. India 1; Assistant Professor, School of Humanities & Education, Singhania University, Jhunjhunu. Rajasthan. India 2; Assistant Professor, Dy. chairman, Research and Development, Jazan University, Saudi Arabia 3.   |   Licensing: CC 4.0   |   Pg no: 16-29   |   Published on: 03-01-2024

Abstract

In the contemporary digital age, the role of omni-channel Customer Relationship Management (CRM) in influencing customer satisfaction and purchase behaviour has become paramount. This research aimed to decipher the impact of omnichannel CRM strategies on these pivotal business metrics. Utilising a robust quantitative methodology, the study analysed responses from a diverse sample, with a particular focus on the 18-35 age demographic. Preliminary findings revealed a significant uptick in customer satisfaction, evidenced by an average score of 4.2 out of 5. This positive sentiment was especially pronounced among younger consumers, indicating a paradigm shift in their retail expectations. Furthermore, engagement with omnichannel CRM boosted purchase frequency, with customers reporting an average of 3.5 monthly purchases post-engagement. Notably, the 26-35 age group exhibited the most substantial increase. These findings underscore the transformative potential of omnichannel CRM in shaping modern consumer behaviour. For businesses, the implications are clear: to remain competitive, integrating a cohesive omnichannel strategy is beneficial and essential. The study also offers business recommendations and outlines avenues for future research, emphasising the exploration of long-term impacts and the integration of emerging technologies. In conclusion, omnichannel CRM emerges as a potent tool for businesses aiming to enhance customer satisfaction and drive purchase behaviour in today's digital-first marketplace.


Keywords

Omni-Channel CRM, Customer Satisfaction, Purchase Behaviour, Purchase Behaviour.