Title: Factors affecting customer relationship management on consumer behaviour in real estate sector - a study of Delhi-NCR

Authors: Narendra Singh; Mukul Gupta; Pushpa Singh

Addresses: Department of Management Studies, GL Bajaj Institute of Technology and Management, Greater Noida, UP, India ' GL Bajaj Institute of Management, Greater Noida, UP, India ' Department of Computer Science and Engineering, GL Bajaj Institute of Technology and Management, Greater Noida, UP, India

Abstract: This study aims to identify the significant attributes of consumer behaviour from CRM services in the real estate sector. The data were collected from residents of Delhi-NCR in order to accomplish the objective. The exploratory factor analysis, confirmatory factor analysis and structural equation modelling were used to identify the significant attributes of consumer behaviour from CRM services. This study revealed four attractive dimensions from residents of Delhi-NCR. These dimensions are service and support facilitation, communication facilitations, purchases and safety facilitations, and recreational facilities. This study concluded that identified dimensions play a significant role in affecting customer relationship management on consumer behaviour in the real estate sector. The finding and recommendations related to identifying factors were well discussed in terms of the relationship between CRM and consumer behaviour. This research empowers the residential real estate developers and makes them better positioned to design the policies.

Keywords: customer relationship management; CRM; buying behaviour; real estate sector; SPSS; AMOS.

DOI: 10.1504/IJBIR.2025.150769

International Journal of Business Innovation and Research, 2025 Vol.38 No.4, pp.442 - 459

Received: 22 Dec 2021
Accepted: 23 Oct 2022
Published online: 23 Dec 2025 *

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