Influence of CRM Practices on Dealer Satisfaction on Lotte India Corporation Ltd.

In the present competitive Fast Moving Consumer Goods (FMCG) industry, maintaining strong relationships with dealers has become an important factor for organizational growth and sustainability. Customer Relationship Management (CRM) practices help organizations improve communication, complaint handling, dealer support, relationship quality, and technological coordination with channel partners. The present study focuses on analyzing the impact of CRM practices on dealer satisfaction with special reference to Lotte India Corporation Ltd. The study was conducted among dealers associated with Lotte India Corporation Ltd. across selected regions in Tamil Nadu. Primary data were collected through structured questionnaires from 64 respondents using convenience sampling technique. Statistical tools such as percentage analysis, reliability analysis, descriptive statistics, correlation, and regression analysis were used for interpreting the collected data. The findings reveal that effective communication, prompt complaint handling, quality relationship management, dealer support, and technology support significantly influence dealer satisfaction. The study also identifies that CRM practices improve trust, coordination, operational efficiency, and long-term dealer relationships. The research concludes that strong CRM implementation contributes positively toward dealer loyalty and organizational performance within the FMCG sector.