Customer Relationship Management (CRM) has become an essential strategic tool for small businesses to attract, retain, and satisfy customers in an increasingly competitive market. In the beauty parlour sector, effective CRM practices play a vital role in building long-term customer relationships and enhancing business performance. This study examines the adoption of Customer Relationship Management (CRM) techniques by women entrepreneurs operating beauty parlours in Pandharpur Tehsil. The research aims to assess the level of awareness, extent of adoption, and perceived benefits of CRM techniques among women entrepreneurs, as well as to identify the challenges faced in implementing these practices. Primary data were collected through a structured questionnaire administered to selected women-owned beauty parlours in the study area, while secondary data were sourced from journals, reports, and related literature. Descriptive and analytical research methods were employed to analyze the data. The findings reveal that although a majority of women entrepreneurs are aware of basic CRM practices such as maintaining customer records, personalized services, and feedback collection, the adoption of advanced CRM tools and digital technologies remains limited. Factors such as lack of technical knowledge, financial constraints, and time limitations were identified as major barriers to effective CRM implementation. The study highlights the need for training programs and digital support initiatives to enhance CRM adoption, thereby improving customer loyalty and overall business sustainability.
Publication Date: 2026-02-09