Measuring the Effectiveness of CRM (Customer Relationship Management) on Trust Formation in Digital Food Services

Abstract

In the rapidly changing world of digital food service, trust becomes a crucial asset to your brand, enabling you to build lasting and loyal customers. This paper analyzes the role of CRM (Customer Relationship Management) practices in developing trust among customers using food delivery apps in the Coimbatore district. The study aims to investigate the impact of individual CRM dimensions, specifically customer-perceived personalized communication, responsiveness, complaint handling, loyalty programs, and data privacy, on customer trust in digital food platforms.A structured questionnaire was prepared and circulated among 250 major food delivery app users, including Swiggy and Zomato. Data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) to measure the relationships between CRM factors and trust. The results indicate that tailored interactions, efficient problem-solving, and the open use of data all have a significant positive influence on consumer trust. In contrast, general promotions have an inverse effect. The study has strategic implications for marketers and app developers in managing CRM strategies and processing gaming demand in a competitive and fast-paced digital market.