A Study on the Role of CRM Tools in Enhancing Customer Satisfaction with Special Reference to Reliance Retail in Coimbatore City

Customer Relationship Management (CRM) has become an essential strategy for modern retail organizations to improve customer satisfaction and build long-term relationships. The present study examines the role of CRM tools in enhancing customer satisfaction at Reliance Retail in Coimbatore city. Primary data was collected from 102 respondents using a structured questionnaire. Statistical tools such as Percentage Analysis, Chi-Square Test and Analysis of Variance (ANOVA) were used to analyse the collected data. The findings reveal that CRM tools such as digital billing, personalized offers, loyalty programmes and integrated online-offline shopping platforms positively influence customer satisfaction. However, certain respondents expressed concerns regarding data privacy and security. The study concludes that effective implementation of CRM tools improves customer experience and strengthens customer relationships in the retail sector.