Abstract:
In today's highly competitive economy, maintaining long-term relationships with consumers is a major challenges for all
firms. Therefor better understanding of customers and their need is very primary step. This aim of the study is to find out
the impact of Customer Relationship practices on Customer Satisfaction in pandemic of Small and Medium enterprises
in Jaffna district. The research study setting is inductive approach of qualitative method. Data were gathered using the
grounded theory qualitative method with adopting well structure interview method. There were 10 customers were
selected theoretical sampling technique. Twelve tactics are used by marketers to keep customers in small and medium
industries. Customer relationship upgrading capability, customer orientation strategies, customer value creation,
customer contact programs, and Loyalty promotions are among the top 05 methods that consumers favour out of the total
of 10. Customers in the Jaffna district tend to favour customer value creation strategies. Therefore, in order to retain
customer satisfaction and long-term client relationships, SMEs need to focus more on their customer value development
approach than the competitor institutions. Future research can analyse how large scales sectors affect the study's
variables, which will aid marketers in creating fresh marketing plans based on demographic characteristics to acquire a
competitive edge.
