Kunal Gaurav, Varsha Shriram Nerlekar, Kolachina Srinivas and Aishwarya Suraj Ray
In recent years, the Indian organized retail sector has experienced significant growth and transformation. As competition intensifies and consumer expectations evolve, retailers are turning to Customer Relationship Management (CRM) as a strategic tool to enhance customer loyalty. CRM practices aim to build strong relationships with customers, provide personalized experiences, and foster lasting loyalty. With the rapid growth and intense competition in Indian organized retail sector, understanding and fostering customer loyalty have become crucial for sustained business success. The present research study is intended to propose an empirical model for understanding the impact of Customer Relationship Management (CRM) on Customer Loyalty in Indian Organized Retailing.