Presentation and model review of Customer relationship management (CRM) to enhance customer satisfaction and loyalty

After the Industrial Revolution, fundamental change in all aspects of trade and business appeared. The traditional strategy given replaced by new strategy and managers of commercial and production in order to compete to gain greater market share rather than product focused to customer centric have turned. The impact of customer satisfaction and loyalty in increasing of profitability have motivated for organizations up to customer relationship management (CRM) as an important instrument to find trends. More review and knowledge discovery are provides useful information and better understanding for managers in the field of CRM on how to deal with customers. For this reason, in this paper, presentation and model review of CRM has been to enhance customer satisfaction and loyalty. The results showed that behavior of employees, quality of service and products, and the development of communication, have been positive and significant impact on customer satisfaction and loyalty, but interactive management on customer satisfaction and loyalty will not have much impact.

کلیدواژه ها:

Customer Relationship Management ، Customer Satisfaction ، Customer Loyalty ، Knowledge Discovery