An Appraisal of Adoption of Information Technology and Innovative Measures in an Emerging Market
In this era of new technology, research facilities, globalization and the flood of new products, tough competition is being faced by Indian automobile industry. Today’s automotive consumers are well informed and have a wider choice in the market place. All the companies are facing massive challenges and strive to acquire the maximum possible market share in an overcrowded market. Therefore, the area of Relationship Marketing and CRM continues to receive attention both in literature and practice to enhance customer loyalty and customer retention. CRM has been accompanied by technology developments that emphasizes on individual or one to one relationships with customers by integrating database knowledge with the long term prospects of growth and customer loyalty. Hence, the present study empirically examines the extent of adoption of new technology and innovative measures to implement CRM by automobile companies in India. Data was collected from the 150 sales executives of top 10 car manufacturing companies in Punjab. The results found that the sales executives of all the companies believe that their respective automobile company adopts the new technology to implement CRM but their adoption level differs from company to company. However, initiatives are still required to use innovative strategies for the successful implementation of CRM technology.