Investigation of the Impact of Customer Relationship Marketing Practices on Satisfaction

Abstract

Studying the Customer Relationshjp Marketing has been a popular research topic in recent years. Researchers have identified Relationsrup marketing and service as the key tool for market penetration and growth.This article reports the study on customer relationsrup marketing practices undertaken for an Automobile Component Manufacturing company in Coimbatore District. This study looks into the nature of the relationsrup between information, market orientation, relationsrup marketing and service quality on satisfaction. A theoretical model that explored the relationsrup between the variables was proposed. Respondents for the study comprised both customers and dealers who were selected through converuence sampling and random sampling techruques respectively.