Customer Relationship Management, Customer Satisfaction and Loyalty

Abstract

Customer relationship management CRM is essential for the future of the company. The CRM technologies enable the company to realize the best consumer behavior, predict their behavior in the future, thereby offering products to suit their preferences and creating long-term relationships with them. Strategic integration of CRM philosophy in the processes and culture of the company is required to provide services with superior value to the customers and creating loyal customers. As loyal customers are the most important asset of the companies they have directed their attention to retention customers and loyalty programs. The main goal is to create added value for customers, which in turn will bring increased benefits for the company. Creating consumer loyalty is essential for the survival of the company in the highly competitive markets. So it is important to emphasize the importance of marketing strategies for the company retaining customers. Therefore this paper examines the impact of CRM on consumer satisfaction and loyalty.

DOI: 10.5901/ajis.2015.v4n3s1p594