Open AccessInvestigate the effect of customer relationship management on customers’ loyalty and satisfaction
Author(s) -
Habib Zare,
Raziyeh Behzadi,
Saeed Bemani
Publication year - 2019
Publication title -
journal of management and accounting studies
Language(s) - English
Resource type - Journals
ISSN - 2693-8448
DOI - 10.24200/jmas.vol3iss02pp21-25
Subject(s) - cronbach's alpha , simple random sample , customer satisfaction , loyalty , reliability (semiconductor) , loyalty business model , psychology , statistical population , data collection , customer relationship management , pearson product moment correlation coefficient , population , content validity , sample (material) , descriptive statistics , marketing , business , applied psychology , statistics , mathematics , service quality , medicine , service (business) , power (physics) , physics , chemistry , environmental health , chromatography , quantum mechanics , focus group
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.