A Study on the Impacts of CRM on the Customer Loyalty : Mediation of the Service Quality

고객관계관리가 고객 충성도에 미치는 영향에 관한 연구 : 서비스 품질을 매개로

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 qualify attributes, rather than asking too much from the target customers.