A Thematic Analysis of Customer Relationship Management Practices at TVS Motor Company outlet
Keywords:
Customer Relationship Management (CRM), Customer Satisfaction, Digital Communication, Automobile Industry, Customer Loyalty, Service Quality.Abstract
Customer Relationship Management (CRM) has become an important business strategy for improving customer satisfaction, communication, and long-term customer relationships in the automobile industry. This research paper focuses on the CRM practices followed by the TVS Motor Company showroom located in Gandhinagar, Gujarat. The study was conducted through a qualitative research approach using an interview and podcast interaction with the showroom manager to understand practical CRM strategies used in daily business operations.
The research examines important areas such as customer handling practices, personalized services, digital communication tools, complaint management systems, customer satisfaction techniques, and emotional branding strategies. The findings reveal that the showroom effectively uses CRM software, WhatsApp communication, SMS reminders, and customer databases to maintain regular communication and improve customer engagement. The showroom also focuses on staff training, trust building, fast complaint resolution, and personalized customer support to improve customer experience and brand loyalty.
The study identifies certain challenges such as service delays, spare part availability issues, and managing customer expectations. To overcome these challenges, suggestions including AI-based CRM systems, better follow-up mechanisms, customer feedback analytics, and loyalty programs have been recommended.
Overall, the research concludes that effective CRM practices play a significant role in improving customer satisfaction, service quality, customer loyalty, and long-term business success in the automobile sector.
References
Bhatt, V., Patel, S., & Vidani, J. N. (2017). Start-Up India: A rough diamond to be polished. National Conference on Startup India: Boosting Entrepreneurship.
Biharani, S., & Vidani, J. N. (2018). Entrepreneurship: Career opportunity has no gender discrimination. National Conference on Leadership, Governance and Strategic Management.
Dhere, S., Vidani, J. N., & Solanki, H. V. (2016). A survey on the satisfaction level of customers in shopping malls: An analytical study. International Multidisciplinary Journal Think Different.
Mala, Vidani, J. N., & Solanki, H. V. (2016). Green marketing – A new way of marketing: A review approach. International Multidisciplinary Journal Think Different.
Modi, R., Harkani, N., Radadiya, G., & Vidani, J. N. (2016). Startup India: Even diamonds start as coal. International Journal for Innovative Research in Multidisciplinary Field.
Niyati, B., & Vidani, J. N. (2016). Next generation children: Smarter or faster. International Journal for Innovative Research in Multidisciplinary Field.
Odedra, K., Rabadiya, B., & Vidani, J. (2018). An analysis of identifying business opportunities in agro and chemical sector with special reference to Uganda. National Conference on Leadership, Governance and Strategic Management.
Published
How to Cite
Issue
Section
Copyright (c) 2026 Abhishek Joshi , Jignesh Vidani
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
