Customer relationship management (CRM) is growing in importance due to the challenging business environment facing organisations around the world. CRM includes employees, business processes and technologies to maximise customer loyalty and, as a result, business profitability. This paper focuses on CRM as a tool with which to strengthen brand loyalty. The aim of the research was to verify the positive impact of CRM on customer loyalty, respectively brand loyalty for a Slovak company, i.e. to determine whether there is a statistically significant relationship between customer relationship management and brand loyalty. This was achieved through the application of the Chi-square test of independence and subsequent correspondence analysis. The analysis of the research results confirmed that the more loyal a customer is to a brand, the more important the CRM activities of the company are with regards to addressing, acquiring and retaining them, as are their activities for achieving customer satisfaction and the determination of customer priorities.
Authors: Lubica Gajanová, Margareta Nadányiová
Keywords: Customer Relationship Management, brand loyalty