This paper has been devoted to theoretically examining the Customer Relationship Management (CRM) agenda which has been dominating the business world in recent years. Customer relationship management is a new competitive weapon for organizations for serving internal and external customers. Today's organizations are focusing on conquering the minds of customers, to make them satis ed and loyal with the help of sophisticated, well-organized CRM e orts. This paper is to explore the CRM agenda in organizational interfaces and its e ectiveness with regards to customer satisfaction and customer loyalty. The related literature demonstrates that there is a signi cant association among e ective CRM, customer satisfaction and customer loyalty.

This paper has been devoted to theoretically examining the Customer Relationship Management (CRM) agenda which has been dominating the business world in recent years. Customer relationship management is a new competitive weapon for organizations for serving internal and external customers. Today's organizations are focusing on conquering the minds of customers, to make them satis ed and loyal with the help of sophisticated, well-organized CRM e orts. This paper is to explore the CRM agenda in organizational interfaces and its e ectiveness with regards to customer satisfaction and customer loyalty. The related literature demonstrates that there is a signi cant association among e ective CRM, customer satisfaction and customer loyalty.