International Journal of Science, Engineering and TechnologyAuthors: Dr.M Sathish, Revathi T
Abstract: The study aimed to examine the factors influencing customer relationship management on consumer durable goods. The study includes 400 customers purchasing and using consumer durable goods. The study utilized questionnaire for collection of data from the customers. Data is analysed using simple percentage analysis, chi-square test, factor analysis, multiple linear regression test and t-test.Findings showed that awareness levels differ significantly across demographic groups, indicating that age, education, occupation, income, and residential background play a vital role in forming customers’ knowledge of durable products. Factor analysis highlighted customer engagement, relationship development, technological support, organizational backing, customer value, and service recovery as major contributors to CRM effectiveness. Results confirmed that CRM activities strongly influence satisfaction, as customers appreciate responsive service, accessible support, smooth warranty procedures, and reliable installation. To sum up, CRM practices significantly strengthen satisfaction and customer relationships.
DOI: http://doi.org/10.5281/zenodo.17877384
