Authors: Yuvaraj. V, Dr.P. Vinodhini
Abstract: This study concentrates on the sales performance and Customer Relationship Management (CRM) practices of KTM and Husqvarna dealerships. The two-wheeler industry in India has become highly competitive, making customer satisfaction and long-term relationship management essential for business success. The primary aim is to examine how CRM strategies, including customer communication, after-sales service, complaint handling, digital engagement, and loyalty initiatives, influence customer satisfaction and retention. The study adopts a descriptive research design and utilises both primary and secondary data. Primary data are collected through structured customer questionnaires, while secondary data are obtained from journals, company reports, websites, and published research articles. The collected data are analysed using percentage analysis, tables, and charts to ascertain customer perceptions and satisfaction levels. The findings suggest that effective CRM practices significantly enhance customer trust, improve service quality, strengthen brand loyalty, and encourage repeat purchases. Moreover, efficient after-sales support and personalised customer interactions are crucial for maintaining long-term customer relationships. The study concludes that KTM and Husqvarna can achieve sustainable growth and gain a competitive advantage by continually improving their CRM strategies, adopting advanced digital communication tools, and delivering superior customer service.
DOI: http://doi.org/10.5281/zenodo.21887697
