Section Article

THE ADMINISTRATION OF CUSTOMER RELATIONSHIPS
Author(s): R. K. Chopra

Abstract
tThe administration of customer relationships has emerged as a central strategic function in modern business environments shaping how organizations create value build loyalty and sustain long-term competitiveness. Effective customer-relationship administration involves the integration of marketing insights technological systems data analytics service design and human interaction to understand customer needs and deliver consistent value across multiple touchpoints. Businesses increasingly recognize that customer relationships are not merely transactional but relational requiring continuous engagement trust-building personalized communication and emotional connection. This research explores the theoretical foundations organizational practices and strategic implications of administering customer relationships examining how customer perceptions service quality communication patterns and digital innovations influence relationship longevity. Drawing from interdisciplinary literature published up to 2018 the study analyzes the evolution of customer-relationship management (CRM) the role of technology in strengthening engagement behavioural dimensions of loyalty and the importance of strategic customer-centric cultures. The analysis reveals that successful administration of customer relationships depends on organizational commitment consistent service experiences effective data utilization and alignment of customer-focused strategies with business goals. Ultimately the study argues that customer relationship administration is not simply a managerial task but a holistic organizational philosophy that determines long-term brand strength and business sustainability.