A Study on Customer Relationship Management at Mariti Suzuki Aie Cars PVT.LTD
Ms.T. Tamilselvi · INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT · 2025
1.1 INTRODUCTION This project aims to study the customer relationship management (CRM) practices at Maruti Suzuki AIE Cars Pvt. Ltd., a leading authorized dealership of Maruti Suzuki India Ltd. The project seeks to explore the CRM strategies, tools, and techniques used by the dealership to manage its customer relationships, and evaluate their effectiveness in acquiring, retaining, and delighting customers. The study will also identify areas for improvement and provide recommendations for enhancing CRM practices at the dealership. The project will use a combination of primary and secondary research methods, including literature review, questionnaire survey, interviews with dealership staff and customers, and observation of CRM practices at the dealership. The study will focus on the CRM practices at Maruti Suzuki AIE Cars Pvt. Ltd. and will cover the following aspects: CRM strategies and objectives, CRM tools and techniques, customer data management, customer service and support, and customer loyalty and retention programs. The project will provide insights into the CRM practices at Maruti Suzuki AIE Cars Pvt. Ltd Maruti Suzuki India Limited (MSIL), a subsidiary of Suzuki Motor Corporation, Japan, is India’s largest passenger car maker. Maruti Suzuki is credited with having ushered in the automobile revolution in the country. The Company is engaged in the business of manufacturing and sale of passenger vehicles in India. In 1769, a French engineer CAPTAIN NICHOLAS built the first loadvehicle prope lled by its own power. It was a threewheeler, four seated vehicle fitted with steam engine. It attained a speed of about