The Impact Of Customer Relationship Management On Customer Loyalty

Abstract

This study aims to measure the impact of customer relationship management on customer loyalty at Gulf Bank Algeria, Constantine branch. The study measured customer relationship management through four dimensions: commitment to service delivery, customer trust in the bank, satisfaction with bank services, and quality of interaction with the customer. The results showed a strong and positive correlation between customer relationship management and customer loyalty. Multiple regression analysis also showed that the commitment to service delivery dimension is the most influential on customer loyalty. The study recommends the need to enhance customer relationship management practices, especially in the area of commitment to providing high-quality services.