Abstract:

This study aimed to investigate and develop an integrated framework to explore the mediating effect of creating values and customer satisfaction on the relationship between customer relationship management and customer loyalty. A quantitative research design applied on a total of 400 respondents of Kuwaiti private gyms. The population of this study was identified as customers only and located in Kuwait City. It used a questionnaire survey in order to test the hypotheses. Multiple regression, one-way ANOVA and stepwise tests were used to verify research framework. The results showed that there is significant relationship between customer relationship management and customer loyalty, there is a mediating effect of creating values on the relationship between customer relationship management and customer loyalty and there is a mediating effect of customer satisfaction on the relationship between customer relationship management and customer loyalty. Finally, there were two dimensions had negative significant values which are: “Trust” as a one of the customer relationship management dimensions which is an Independent variable, and “Customer Costs” as a crucial mediating dimension of creating values.