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Role of Marketers in Customer Retention Through Customer Relationship Management
Subject area: Management and Commerce · Area of research: Marketing
DOI: https://doi.org/10.64388/IREV10I1-1719927
Abstract
Customer Relationship Management (CRM) has become an integral component of modern marketing strategies, enabling organizations to establish long-term relationships with customers and improve customer retention. This study examines the role of marketers in customer retention through CRM strategies using survey-based primary data. A descriptive research design was adopted, and data were collected through a structured questionnaire. The available survey findings indicate that most respondents belong to the 21–30 years age group, students constitute the largest respondent category, and a majority have participated in online learning courses. These findings provide context for understanding how digitally active consumers interact with organizations and highlight the importance of personalized communication and relationship-building strategies. The study concludes that effective CRM practices significantly contribute to customer satisfaction, loyalty, and sustainable organizational growth.
Keywords
Customer Relationship Management, CRM, Customer Retention, Marketing, Customer Satisfaction, Customer Loyalty.
How to cite this paper
@article{1719927,
author = {Shivani S Revankar, Prof. Muhammed Muntaqheem G},
title = {Role of Marketers in Customer Retention Through Customer Relationship Management},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {1},
pages = {2609-2611},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1719927.pdf},
abstract = {Customer Relationship Management (CRM) has become an integral component of modern marketing strategies, enabling organizations to establish long-term relationships with customers and improve customer retention. This study examines the role of marketers in customer retention through CRM strategies using survey-based primary data. A descriptive research design was adopted, and data were collected through a structured questionnaire. The available survey findings indicate that most respondents belong to the 21–30 years age group, students constitute the largest respondent category, and a majority have participated in online learning courses. These findings provide context for understanding how digitally active consumers interact with organizations and highlight the importance of personalized communication and relationship-building strategies. The study concludes that effective CRM practices significantly contribute to customer satisfaction, loyalty, and sustainable organizational growth.},
keywords = {Customer Relationship Management, CRM, Customer Retention, Marketing, Customer Satisfaction, Customer Loyalty.},
month = {July},
doi = {https://doi.org/10.64388/IREV10I1-1719927}
}