Research On Realization Of Customer Loyalty Based On CRM

With the continuous development of economy,the business philosophy has been shifted from product-centered to customer-centered.It is now widely realized both by academic circles and enterprises that to have a faithful customer base is the source of the enterprises' competitive advantage in sustaining development. In keeping with this requirement,a kind of managerial mechanism and business philosophy customer relationship management,with customer loyalty as the core, eventually develops.However,under the circumstance of intense market competition, there are still many to be studies about how the enterprises can realize customer loyalty and improve the permanent profitability and competitive power.This thesis makes theoretical and documentary analysis of CRM and customer loyalty,focusing on two important factors influencing on the realization of customer loyalty:customer satisfaction and customer delivered value.It analyzes the relationship between the two factors and customer loyalty and comes to a conclusion that customer delivered value is the essence to realize customer loyalty.Based on this theoretical research,this thesis puts forward some strategies on how to realize the customer loyalty in the process of customer relationship management and hopes to give some guidance to the enterprizes' operation and management.