earticle

영어

This study intends to examine the effects of CRM on the customer loyalty. Service quality, customer satisfaction, and organizational committment have been tested as mediating factors between the customers" perceived relational efforts and their loyalty. From 236 customers of insurance firms survey data have been collected and analyzed based on the structural equation modeling. The results show that firms" relational efforts have positive impacts on service quality and customer loyalty. Also, this study shows that service quality can play an important mediating role between CRM activities and customer satisfaction as well as organizational commitment, which have shown positive impacts on customer loyalty. Consequently, firms need to design their CRM activities paying more attentions to the service quality attributes, rather than asking too much from the target customers.