Abstract:

Scholars called for detailed studies that customer relationship management viewed as the main factor affecting customer loyalty beside the mediating effect of creating values and customer satisfaction on the relationship between customer relationship management and customer loyalty. Consequently, this paper presents a detailed literature review of final-results and discussion of previous research to review the associations among customer relationship management, creating values, customer satisfaction, and customer loyalty. This paper could serve as a useful beginning point for private and public institutions and to be more supportive to upgrade the strategies and systems to get, keep and grow more customers in such institutions.