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

12/02/2021

Received: 20 October 2021
Revised: 21 November 2021
Accepted: 19 December 2021

Arvin Movafegh, Dr. Azadeh Amoozegar

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Abstract

The purpose of this study was to investigating the impact of customer relationship management on customer loyalty with the mediating role of customer satisfaction in fashion industry in iran. The statistical population of the study included all purchasers of fashion retailers in Iran, whose number is more than 100000 people. According to Cochrans formula, 380 people were selected as a sample of the research from among the customers by simple random method. Therefore, the hypothesized model with customer relationship management and customer satisfaction has positively and significantly influences on customer loyalty and 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.


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Publication Information

Journal of Practical Auditing and Accounting

ISSN: 2783-2902

Publisher
Rose Scientific Publication
Melbourne, Australia


Director In-charge:
Seyed Mojtaba Mostafavi, Ph.D.

Editor-in-Chief
James Smith, Ph.D.

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