Investigating the Impact of Customer Relationship Management on Customer Loyalty with the Mediating Role of Customer Satisfaction in Fashion Industry in Iran

The purpose of this study was to investigating the impact of customer relationship management on customer loyalty with themediating role of customer satisfaction in fashion industry in iran. The statistical population of the study included all purchasersof fashion retailers in Iran, whose number is more than ۱۰۰۰۰۰ people. According to Cochran's formula, ۳۸۰ people wereselected as a sample of the research from among the customers by simple random method. Therefore, the hypothesized modelwith customer relationship management and customer satisfaction has positively and significantly influences on customer loyaltyand customer satisfaction and customer loyalty has positive relationship can be accepted as a true and convincible model.

Keywords:

Customer Relationship Management , Customer Loyalty , Customer Satisfaction , Fashion Industry