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The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing

Kijpokin Kasemsap

Source Title: Smart Manufacturing Innovation and Transformation: Interconnection and Intelligence

ISBN13: 9781466658363|ISBN10: 1466658363|EISBN13: 9781466658370

DOI: 10.4018/978-1-4666-5836-3.ch010

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MLA

Kasemsap, Kijpokin. "The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing." Smart Manufacturing Innovation and Transformation: Interconnection and Intelligence, edited by ZongWei Luo, IGI Global, 2014, pp. 252-284. https://doi.org/10.4018/978-1-4666-5836-3.ch010

APA

Kasemsap, K. (2014). The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing. In Z. Luo (Ed.), Smart Manufacturing Innovation and Transformation: Interconnection and Intelligence (pp. 252-284). IGI Global. https://doi.org/10.4018/978-1-4666-5836-3.ch010

Chicago

Kasemsap, Kijpokin. "The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing." In Smart Manufacturing Innovation and Transformation: Interconnection and Intelligence, edited by ZongWei Luo, 252-284. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-5836-3.ch010

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Abstract

This chapter introduces the framework and causal model of customer value, customer satisfaction, brand loyalty, and customer relationship management performance in terms of the innovative manufacturing and marketing solutions. It argues that dimensions of customer value, customer satisfaction, and brand loyalty have mediated positive effect on customer relationship management performance. Furthermore, brand loyalty positively mediates the relationships between customer value and customer relationship management performance and between customer satisfaction and customer relationship management performance. Customer value is positively correlated with customer satisfaction. Understanding the theoretical learning is beneficial for organizations aiming to increase customer relationship management performance and achieve business goals.

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The Role of Brand Loyalty on CRM Performance: An Innovative Framework for Smart Manufacturing

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