Customer relationship management, customer satisfaction and customer loyalty: Basis for CRM consolidated framework

International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 5

Available Online: 15 August 2023


Li, Ling
Graduate School, Lyceum of the Philippines University – Batangas, Philippines


The hotel business has entered an era of growth as a result of China’s economy’s quick development. The development opportunities are accompanied by the pressure of competition. After hotels of different brands and types enter the market, how can they seize customer resources under pressure to gain more shares? Under the condition that the profitability of star rated hotels is worrying, how can they base themselves on the perspective of customers, deeply tap customer needs and wishes, and constantly improve customer satisfaction, striving for more customers and creating more business income have become the key to the achievement of star hotels. This paper looked at the impacts of customer relationship management on customer satisfaction to determine whether it has an impact on patron loyalty to the starred hotel. This research evaluated customer satisfaction in terms of service attitude, perceived value, and customer value; it also described the customer loyalty of the starred hotel in terms of loyal attitude, behavioral loyalty, and emotional loyalty; and it tested the significant relationship link customer relationship management practices and customer response, maintenance, and identification. Finally, based on the findings, a comprehensive CRM framework was created. This examines the findings of in-depth interviews with corporate executives, employees, and executives who have settled in star rated hotels, as well as data collected through questionnaires. It used quantitative analytic approaches to do multivariate statistical analysis with SPSS software. The quantitative analysis results were then organically merged to create a CRM consolidated framework based on the data content of the questionnaire response. There was discussion of descriptive analysis, correlation analysis, and regression analysis. Customer happiness and loyalty are significantly associated, according to the study’s findings, with better customer relationship management leading to increased customer satisfaction and loyalty. Because there is a significant positive relationship between customer happiness and customer relationship management, CSAT is expected to rise as CRM quality improves. The study also discovered a substantial positive relationship between customer relationship management and customer loyalty, suggesting that loyalty is strongly related to CRM quality.

Keywords: customer relationship management, customer satisfaction, customer loyalty, CRM consolidated framework



Cite this article:
Li, L. (2023). Customer relationship management, customer satisfaction and customer loyalty: Basis for CRM consolidated framework. International Journal of Research Studies in Management, 11(5), 171-180.