Abstract:
In the past, it was unpopular and unaccepted concept because companies thought it was more
important to gain new customers than retain the existing ones. However, in this present decade,
companies have gained better understanding ofthe importance of positive organization image in
the eye of customers. Organization image becomes so important to every Organization in the
present day. This report analyze the literature on customer relationship management (CRM) that
how customer relationship management has a significant effect to build organizational image.
The result shows that CRM has significant impact on building organization image. The purpose
of this research paper is to analyze the effectiveness of customer relationship management to
build organization image in retail industry (Makro retail store) at Karachi.
