A Study on Customer Relationship Management (Crm) Practices in Volkswagen Showroom with Reference to PPS Motors, Tirupati.

The research project titled "Customer Relationship Management Practices at Volkswagen" aims to analyze and evaluate the effectiveness of CRM strategies implemented by Volkswagen and their impact on customer satisfaction and loyalty. Data was collected using a structured questionnaire consisting of closed-ended questions, distributed among Volkswagen customers across various service touchpoints. The study explores how Volkswagen interacts with its customers, the personalization of communication, responsiveness, service reminders, feedback systems, and customer data handling. The primary objective of the study is to assess the key CRM factors that influence customer satisfaction and identify areas that require improvement. A descriptive research design was adopted to understand customer perceptions and behavioral patterns. The random sampling technique was used to select 100 respondents. Both primary data (via questionnaires) and secondary data (from websites, journals, and company reports) were utilized for analysis. The findings indicate that while Volkswagen maintains strong in-person engagement and digital presence, improvements are needed in timely communication, offer personalization, and feedback collection. Overall, the relationship between the company and its customers is fairly satisfactory.