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International Journal of Science, Strategic Management and Technology

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THE ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICES IN ENHANCING SALES GROWTH: A STUDY WITH SPECIAL REFERENCE TO WYDEX MEDIA MARKETING COMPANY, CALICUT

AUTHORS:
MUHAMMED SINAN
SHAMIL ZAIN
Mentor
Dr. SREENA V A
Affiliation
DOI: 10.55041/ijsmt.v2i4.567
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

Customer Relationship Management (CRM) has emerged as a strategic imperative for organizations aiming for sustainable sales growth in competitive markets. This study examines the effectiveness of CRM practices and their contribution to sales performance at Wydex Media Marketing Company, a performance-driven digital marketing agency based in Calicut (Kozhikode), Kerala. Using a descriptive research design, primary data were collected from 50 employees through structured questionnaires and analysed using percentage analysis. The findings indicate strong positive perceptions: CRM significantly supports long-term relationships (64%), customer satisfaction (62%), customer loyalty (76%), service quality (80%), and overall sales performance (70%). The study concludes that effective CRM implementation is a key driver of sales growth in the digital marketing sector. Practical suggestions for employee training, data utilization, and client retention are offered.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 04
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Apr 30 2026
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SINAN, M. & ZAIN, S. (2026). The Role of Customer Relationship Management (CRM) Practices in Enhancing Sales Growth: A Study with Special Reference to Wydex Media Marketing Company, Calicut. International Journal of Science, Strategic Management and Technology, 02(04). https://doi.org/10.55041/ijsmt.v2i4.567

SINAN, MUHAMMED, and SHAMIL ZAIN. "The Role of Customer Relationship Management (CRM) Practices in Enhancing Sales Growth: A Study with Special Reference to Wydex Media Marketing Company, Calicut." International Journal of Science, Strategic Management and Technology, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i4.567.

SINAN, MUHAMMED, and SHAMIL ZAIN. "The Role of Customer Relationship Management (CRM) Practices in Enhancing Sales Growth: A Study with Special Reference to Wydex Media Marketing Company, Calicut." International Journal of Science, Strategic Management and Technology 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i4.567.

References
1.Nguyen & Mutum (2022). Social media integration with CRM systems for improving marketing performance and customer engagement. Journal of Marketing Management.

2.Kumar & Reinartz (2022). Strategic importance of CRM in improving customer lifetime value and organizational profitability. Journal of Marketing.

3.Buttle & Maklan (2021). Strategic implementation of CRM systems and their influence on organizational performance. Journal of Customer Behaviour.

4.Rodriguez & Boyer (2021). Impact of mobile CRM technologies on sales collaboration and productivity. Journal of Personal Selling and Sales Management.

5.Chen & Popovich (2021). Role of information technology in improving CRM systems and organizational efficiency. Business Process Management Journal.

6.Verhoef & Lemon (2021). Importance of customer experience management in CRM strategies. Journal of Marketing.

7.Huang (2020). Role of information systems in improving CRM effectiveness and organizational performance. Journal of Information Systems Management.

8.Guerola-Navarro et al. (2020). Measuring the impact of CRM systems on organizational performance and customer satisfaction. Journal of Business Research.

 

 
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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