Customer Satisfaction and Loyalty : A Review in the Perspective of CRM

This paper analyzes the concept of Customer Relationship Management (CRM). The literature reviews strengthen the notion that the increase of customer loyalty can be achieved through positive impact of CRM strategy. In spite of the most essential advantages of CRM, there are some difficulties in CRM implementation for many organizations. Therefore, this study attempts to investigate and find out the key elements of CRM that can lead to the increase of customer satisfaction and loyalty. Base on the literature review, four identified critical CRM elements are employees’ behavior, quality of customer services, relationship development and interaction management.