Abstract:

The current research was built based on an existing literature from previous researchers and articles and done in a different context (i.e. industry and country). Further, this research contributes to enabling others to understand more between customer relationship management, customer satisfaction and customer loyalty in Kuwaiti private gyms since limited efforts were undertaken to examine this topic in this particular sector. Traditionally, researchers have focused on studying the deal relationship between customer relationship management and customer loyalty through customer satisfaction as a mediating variable. Thus, this research went a step further by not only studying these variables but also by adding an integrated marketing communication as a new variable in customer relationship management practices with also a new mediating variable which is creating values. The research comes up with insightful findings and recommendations.