Investigate the effect of customer relationship management on customers’ loyalty and satisfaction
DOI:
https://doi.org/10.24200/jmas.vol3iss02pp21-25Abstract
The aim of this study is investigate the effect of customer relationship management on customers’ loyalty and satisfaction in Shiraz city Refah chain stores. Methodology: The research method in terms of aim is applied and in terms of data collected is descriptive – correlation. The population of this study is included 117 people of customers that using the Cochran formula and simple random sampling method؛a sample size of 90 individuals were considered. Results: The method of data collection was based on a questionnaire. Reliability of the questionnaire was 0/91 that obtained with using of Cronbach‟s Alpha and similarly used content validity in order to examination questionnaire validity. Analysis of the data obtained via SPSS software. Conclusion: The results of the research shows that a significant positive relationship between customer satisfaction and customer relationship management and also a significant relationship between loyalty and customer relationship management.References
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