A STUDY ON THE PASSENGER CAR CUSTOMERS’ ATTITUDES TOWARDS E-CRM IN AUTOMOBILE AGENCIES IN TIRUNELVELI DISTRICT

Abstract

The Automobile industry in India is one of the leading and largest industries in the world. The growth of the automobile industry is inevitable in the modern world. Customer is the King of any Market. In Automobile Industry, Manufacturers Sell their products through Sales and Service Agencies. Here, Sales and Service Agencies act as a key intermediate between Automobile manufacturers and ultimate Customers. All the customer information is in the hands of Sales and Service Agencies rather than Manufacturers. It gives more importance to Sales and Service Agencies. Due to COVID 19, the Automobile Agencies face difficulty to maintain a long-term relationship with Customers. It has been proved by several researchers that E-CRM is the key to customers’ Satisfaction, loyalty and retention. So, the present study is undertaken with the objectives of level of E-CRM practices adopted by Automobile Agencies in Tirunelveli district in the perception of customers’ point of view. Also, to examine the influence of personal variables on the perception of customers regarding E-CRM. Under this study, the population of the study is Customers of Automobile Agencies. Population of this study is uncountable. Since the study is made with convenient random sampling technique. Size of the sample is taken for this study is 75 randomly. The data used for this study are both primary and secondary. The major findings are: Most of the customers of Automobile Agencies have expressed that the E-CRM that exists in the Automobile Agencies is ‘Moderate’, it is found that the Personal Variable, Occupation does not influence the performance of customer. However, all the customers irrespective of their occupation have expressed a moderate score on several factors of E-CRM namely Web-site Presentation, Loyalty Programme, Dynamic Pricing, Problem solving, After sale service. It is concluded that overall Customer perception towards E-CRM practices in Automobile is Moderate. So, agencies give grate care given to leased important factors (Dynamic Pricing, Payment Methods and After sale service) for improving perception level.