Main Article Content
The purpose of this study is to investigate the impact of CRM techniques on customer retention: Retail Store Customers Perspective. The study's main goal is to identify successful CRM and customer retention variables that attract retail shop customers. Due to online purchase customers are not interested to turn at retail stores. Hence this study investigates that the various solution for retain existing customers and attracting new customers through various CRM activities. Data were collected through the tested questionnaires. The convenience sampling approach was employed to collect data from all 15 zones of Chennai. The research sample size is 606. The various Statistical Techniques were used this research., Therefore, conclusion of this research is that Metropolitan City Retail stores have already had great competitiveness in recent years. This means that stores must use outstanding Customer Relationship Management strategies to both retain and gain new customers.