Effects of customer relations management on perceived service quality, corporate image, satisfaction and loyalty: A case practice

The main purpose of this study is to examine the effects of customer relations management on perceived service quality, corporate image, satisfaction and loyalty in the tourism sector, especially within the scope of thermal tourism. The research was carried out in a thermal enterprise operating in the province of Bolu. The sample of the study consists of 212 participants who stayed in the date range of data collection. Data were collected by face-to-face survey method. The obtained data were analyzed with the help of SPSS and STATA package programs. After analyzing the reliability of the scales used in the research, exploratory factor analysis and confirmatory factor analysis were performed to test their validity. The resulting dimensions were then tested with the structural equation model. For difference tests, t-test and ANOVA tests were performed using SPSS. As a result of the study, it was concluded that customer relationship management has a significant and positive effect on perceived service quality, corporate image, satisfaction and loyalty. In addition, the mediation role of corporate image in the effect of customer relationship management on satisfaction was found in the study, but the mediating role of perceived service quality was not found.