Zahra Bayat - Affiliation: MA Student Department of Management, MBA (IT), Payame Noor University (PNU), Karaj, Iran

After the industrial revolution, fundamental changes in all aspects of trade and business appeared, and during the last decade, increasing attention has been given to relationship marketing as a way to enhance cooperation between a selling company and its customers and bring benefits to both parties. The impact of customer satisfaction and loyalty in increasing profitability has motivated organizations up to customer relationship management as an important way to find trends. On the other hand, technology improvements have exposed companies to a situation with tough competition. So, more reviews and knowledge discovery are providing useful information and better understanding for managers in the field of CRM and E-CRM on how to deal with customers. Also, with the advent of new technologies and given the continuing change in consumers’ needs, companies have switched from CRM (Customer Relationship Management) to e-CRM (electronic Customer Relationship Management); but some companies are using CRM. Relationship marketing allows the selling company to better meet competition and exceed their competitors and hence relationship marketing becomes an important determinate of success in the increasingly competitive business world of today. One of the best methods of relationship marketing is CRM. For this reason, in this paper, the presentation and model of the review of CRM has been to enhance customer satisfaction and loyalty.

CRM, Customer Loyalty, E-CRM, Customer Satisfaction