CUSTOMER RELATIONSHIP MANAGEMENT FOR RURAL RETAILING: “A FOCUS ON BUILDING COOPERATIVE AND COLLABORATIVE RELATIONSHIPS BETWEEN THE FIRM AND ITS CUSTOMERS”
Keywords:Rural marketing, Retention, Kirana stores, Up-selling, collaborative relationship, Rural customers.
In marketing, CRM stands for Customer Relationship Management, which focuses on fostering cooperative connections between a company and its customers as well as other marketing players. Many resources have been devoted both in academia and industry to examining the impact of CRM on various types of organizations, from service providers and manufacturers to SMBs (SMEs).Rural retail does not have the same level of understanding as urban retail, despite the industry's recognition of its potential. To succeed in these marketplaces, you need to know how retail stores work. Aspects of rural retail are the subject of this study. As a result of the research, it is not only easier to comprehend CRM, but companies looking to penetrate the rural market will also be benefitted. The study's findings would also provide a microcosm of rural retailing in the form of case studies.