A study on the relationship between customer relationship management and customer loyalty of Pars Hayat corporate in Hormozgan province

Abstract

 

This study aims to investigate the relationship between customer relationship management and customer loyalty. The research population is customers of Pars Hayat corporate in 2014. The research sample consists of 100 patients who are randomly selected. Data collection method is field data collection method and data collection tool is the questionnaires of customer relationship management and customer loyalty. To analyze the data, Pearson correlation coefficient test and multivariate regression are applied. The results showed that mutual understanding (given p =0.001), flexibility (given p =0.01) and customer orientation (given p =0.001) are significantly able to predict customer loyalty.