A Review on Customer Loyalty as a Main Goal of Customer Relationship Management

The purpose of this paper is to make more clarification by reviewing on customer loyalty as a main goal of customer relationship management (CRM). It is because; despite of all findings provided by researchers and practitioners, customer loyalty confronts high percentage of failure in CRM implementation. In this study customer loyalty is reviewed and classified into those aspects which should be considered in order to enhance lifetime value of the customer. In this sense, customer loyalty is discussed by offering a review on the importance of customer loyalty, and customer loyalty dimensions. Furthermore, the most frequent measurements of customer loyalty are provided as well. Finally, the paper finds out, in spite of having almost complete perspective and understanding of customer loyalty, there is still a gap in the main precedents of customer loyalty theoretically and empirically. In this regard, more investigation required to specify the most important precedents which have significant impact on customer loyalty.