The Study of CRM Activity to Enhance Leisure Agriculture Customer Loyalty-A Case of Cingjing Farm

[[abstract]]Customer Relationship Management (CRM) emphasizes that the business operators should establish a good relationship with the customers, therefore understanding the customers? needs and values, which is most important. The purpose of this study was to discover the contribution this CRM has on raising the level of customer loyalty within the tourist industry. Currently most of the CRM are being used in the fields of technology to progress research and development and business management to improve the corporation process management. It?s seldom used in the tourist industry, we want to see the effect between the activities of CRM, customer satisfaction, level of relationship and customer loyalty has on this field. 500 customers were chosen to be samples, after deducting the invalid questionnaire, total are 454 effective questionnaires, the returns-ratio reaches 90.8%. Accroding to the reaseach, they have positive correlation in the realectionship of CRM, services quality, customer satisfaction and customer loyalty. When the the field promote quality of CRM, they will also promote the services quality. When customers felt the CRM going strong in the field, it wills also positive effect the customer satisfaction and customer loyalty. The research discovered that the diverse of consumer characteristics made the diverse of motive. For this reason, the manager of the field should design multiplicity management planning for the diverse of consumer characteristics