Journal of Advanced Research in Economics and Business Management

A Thematic Analysis of Customer Relationship Management Practices at Louis Philippe

Kritika Shamra — 2026-05-20

Abstract

This study aims to analyse the Customer Relationship Management (CRM) practices adopted by Louis Philippe at the Shyamal store through a qualitative thematic analysis approach. The primary objective of the research is to understand how CRM strategies help in building customer loyalty, enhancing customer satisfaction, and maintaining long-term relationships in the retail fashion industry. The study is based on an in-depth interview conducted with the store manager, and the collected qualitative data were analysed using NVivo software through thematic analysis techniques. The findings of the study identified major themes such as customer bonding and relationship building, personalised customer service, loyalty programmes, employee training and engagement, complaint handling mechanisms, and the use of digital CRM tools like Power App and Capillary Pro. The analysis revealed that effective customer interaction, personalised communication, and strong after-sales support significantly contribute to customer retention and repeat purchases. The study also highlighted the growing role of analytics and digital platforms in improving CRM efficiency in retail businesses. The research provides practical implications for retail organisations by emphasising the importance of customer-centric strategies, employee training, and technology-driven CRM systems for achieving sustainable competitive advantage and long-term customer loyalty. The study further contributes to qualitative CRM research through the application of NVivo-based thematic analysis techniques.

Integrating Bioeconomy into India’s Structural Transformation: A Policy Framework Linking Economy, Environment, and Employment (E3)

Jitendra Kumar Sinha — 2026-07-01

The growing imperative to reconcile economic expansion with ecological limits and employment generation has renewed attention to the bioeconomy as a structurally transformative development pathway. This study constructs an integrated analytical framework to evaluate how bioeconomic policy instruments—articulated through India’s BioE3 (Biotechnology for Economy, Environment, and Employment) initiative—can reconfigure the trajectory of structural transformation through to 2050. By combining environmentally extended input–output modelling, dynamic scenario simulation, and a composite” Economy–Environment–Employment (E3)” index, the analysis systematically compares baseline, policy-driven, and accelerated transformation pathways. The results demonstrate that the BioE3 scenario induces a substantive reallocation of economic activity toward bio-based manufacturing and knowledge-intensive services, accompanied by measurable gains in productivity and a sustained decline in carbon intensity. Importantly, the findings indicate a transition from conventional trade-offs to a synergistic regime, wherein economic growth, environmental improvement, and employment expansion evolve in mutually reinforcing directions. The temporal decomposition of outcomes further reveals that early investments in biotechnological infrastructure and innovation ecosystems generate cumulative benefits, culminating in a mature, skill-intensive and low-carbon economic structure. Notwithstanding these gains, the analysis underscores that realised outcomes depend critically on institutional coordination, regionally differentiated strategies, and the pace of human capital formation. The study concludes that a mission-oriented bioeconomic policy architecture offers a viable and scalable route for achieving integrated E3 objectives, thereby providing a coherent framework for advancing India’s transition toward a resilient, inclusive, and environmentally sustainable development paradigm.

Impact of Influencer Marketing on Consumer Buying Behaviour in the Apparel Industry using Thematic Analysis

Subhendu Sahoo — 2026-07-01

In the modern digital era, influencer marketing has emerged as one of the most effective promotional strategies for apparel and fashion brands, especially on social media platforms such as Instagram. Traditional marketing methods are gradually losing their influence among younger consumers, while social media influencers have become powerful sources of brand communication and consumer engagement. This study focuses on analyzing the impact of influencer marketing on consumer buying behaviour in the apparel industry. The research examines how influencers affect customer awareness, trust, purchase intention, and brand perception through their social media presence and promotional activities.

The study is based on primary data collected through an interview with a digital account manager who possesses practical knowledge of influencer marketing strategies and campaign management. The findings reveal that influencer marketing helps apparel brands reach a wider and more targeted audience, improve customer engagement, and create stronger emotional connections with consumers. Factors such as influencer credibility, audience engagement, authentic content, and proper campaign strategy significantly influence the effectiveness of influencer marketing. The research also highlights the growing importance of Instagram as a marketing platform due to its high user engagement and visual appeal.

Overall, the study concludes that influencer marketing has become a powerful and future-oriented marketing communication tool for apparel brands in the competitive digital marketplace.