ABSTRACT
The imperative basis for profitability and increased market share for the businesses is the customer loyalty. To improve customer loyalty, the firms have to establish lasting relationship with customers. The present study investigates the influence of customer relationship management (CRM) on customer loyalty (CL). Moreover, it reveals whether service quality (SQ) and customer satisfaction (CS) functions as mediators. Data were collected using purposive sampling. Structural equation modeling via AMOS and PROCESS macro were used for the data validity, direct hypotheses’ testing, and the mediating effects’ estimation. The results reveal that the CRM directly and indirectly via SQ and CS influence CL. The current study enhances the understanding of the function of CRM in manipulating CL in higher education sector Balochistan.
