A Study of Customer Relationship Management Activity to Enhance Customer Loyalty

[[abstract]]The purpose of this study is to discover the contribution this CRM has on raising the level of customer loyalty within the tourist industry. 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. This study collects information obtained from questionnaires given to those who have been to Lanyu. After analysis of the information received from the questionnaire the following conclusions were drawn.1. The activity of CRM, customer satisfaction quality of relationship, and loyalty of customers are all related, each one effecting the other.2. Encouraging customers to participate in the CRM activity increases customer satisfaction and quality of relationship.3. Increasing the tourist industry’s customer satisfaction will create more loyal customers and strengthen both sides of this interactive relationship in the future.This study shows that the level of relationship and customer satisfaction directly effect customer loyalty. This study also shows that the effect that customer satisfaction has on customer loyalty and the effect level of relationship has on customer loyalty is the same. Therefore, in order to increase customers’ desire to return and visit Lanyu again, customer satisfaction and quality of relationship. It is important to encourage customers to participate all kinds of CRM activities