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@article{193704,
        author = {Dr. P. SatheeshBabu and Mr. Sarath Kumar S and Dr. V. Balakumar},
        title = {Customer Relationship Management Practices in Non-Banking Finance Firms: Insights from Chengalpattu District, Tamil Nadu},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {927-934},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193704},
        abstract = {This study investigates the implementation and multidimensional structure of Customer Relationship Management (CRM) practices in Non-Banking Financial Companies (NBFCs) in Chengalpattu district, Tamil Nadu. Recognizing the growing importance of CRM for sustainable competitive advantage, the research employs exploratory factor analysis to elucidate underlying CRM dimensions from survey data collected from 250 NBFC respondents. The Kaiser-Meyer-Olkin (KMO) measure of 0.902 and significant Bartlett’s Test confirm the suitability of the data for factor analysis, which reveals ten distinct factors collectively explaining 80.4% of the variance. These factors reflect critical CRM drivers including data management, omni-channel communication, service support, feedback mechanisms, employee training, regulatory compliance, and analytics. Correspondingly, descriptive ranking from primary data positions reporting and data analytics, alignment with business operations, and social media monitoring as the top CRM priorities. The congruence between factor structure and empirical rankings validates the robustness of CRM constructs in NBFC contexts. The findings underscore the need for NBFCs to adopt a comprehensive CRM approach that integrates technological, operational, and human resource components to enhance customer loyalty and organizational performance. This research enriches CRM literature by contextualizing its complexity in NBFCs and offers practical guidance for optimized CRM strategy development in emerging financial sectors.},
        keywords = {CRM, NBFC, Omni-channel communication, Customer loyalty},
        month = {March},
        }