Central European Business Review 2015, 4(1):23-36 | DOI: 10.18267/j.cebr.108

A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty

S. M. Kamrul Islam Shaon1, Hasebur Rahman2
1 S. M. Kamrul Islam Shaon, MBA Research Fellow, Department of Business Administration, Pabna University of Science and Technology, shaonbba.pust@gmail.com
2 Md. Hasebur Rahman, Assistant Professor, Department of Business Administration, Pabna University of Science and Technology, Pabna-6600, Bangladesh, hasebur7208@yahoo.com

This paper has been devoted to theoretically examining the Customer Relationship Management (CRM) agenda which has been dominating the business world in recent years. Customer relationship management is a new competitive weapon for organizations for serving internal and external customers. Today's organizations are focusing on conquering the minds of customers, to make them satisfied and loyal with the help of sophisticated, well-organized CRM efforts. This paper is to explore the CRM agenda in organizational interfaces and its effectiveness with regards to customer satisfaction and customer loyalty. The related literature demonstrates that there is a significant association among effective CRM, customer satisfaction and customer loyalty.

Keywords: Customer Relationship Management (CRM); Customer Satisfaction; Customer Loyalty
JEL classification: M31

Received: December 1, 2014; Revised: March 10, 2015; Published: March 31, 2015  Show citation

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Kamrul Islam Shaon, S.M., & Rahman, H. (2015). A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty. Central European Business Review, 4(1), 23-36. doi: 10.18267/j.cebr.108
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