Investigate the effect of customer relationship management on customers’ loyalty and satisfaction (Case study: Shiraz city Refah chain stores)

The aim of this study is investigate the effect of customer relationship management on customers‟loyalty and satisfaction in Shiraz city Refah chain stores. The research method in terms of aim is applied and in terms of data collected is descriptive – correlation. The population of this study isincluded 117 people of customers that using the Cochran formula and simple random sampling method؛a sample size of 90 individuals were considered. The method of data collection was based on a questionnaire. Reliability of the questionnaire was 0/91 that obtained with using of Cronbach‟s Alphaand similarly used content validity in order to examination questionnaire validity. Analysis of the data obtained via SPSS software. The results of the research shows that a significant positive relationship between customer satisfaction and customer relationship management and also a significant relationship between loyalty and customer relationship management