Implementation of CRM Strategies to Increase Customer Loyalty, Case of Kazakhstan Companies

Abstract

<table border="1" cellspacing="0" cellpadding="0"><tbody><tr><td width="618"><p align="center"> </p></td></tr><tr><td valign="top" width="618"><p>In the conditions of growing dynamics and complexity of the competitive world, the formation of loyalty is not an easy task, thus underscoring the need for companies to consider various strategic options and programs to survive and flourish. One such program is customer relationship management (CRM). Each organization seeks to maintain and use critical information about the needs and choices of customers to make them satisfied and loyal. This study suggests that customer relationship management generally affects customer satisfaction and its impact on customer loyalty. The research population was a customer of the company "Business Event Network". The SPSS program was used for the analysis. The results of testing the study showed that 102 respondents were able to explain the relationship between customer relationship management (CRM), customer satisfaction and customer loyalty "Business Event Network" company.  The result shows that customer relationship management has a significant impact on customer satisfaction; customer satisfaction significantly impact on customer loyalty.</p></td></tr></tbody></table>