CUSTOMER RELATIONSHIP AND EXPERIENCE MANAGEMENT

Abstract

This article aims to present a study of the knowledge base and development of concepts in Customer Relationship Management (CRM) and Customer Experience Management (CEM) that influence Brand Loyalty in the context of modern business. It synthesizes key theories and research from leading scholars such as Payne and Frow (2005), Schmitt (1999), Keller (1993), and Oliver (1999) to explain the connections between creating valuable customer relationships, designing positive experiences, and enhancing loyalty both behaviorally and attitudinally. The article also offers a conceptual analysis and application within service business contexts, such as coffee shops and modern retail businesses seeking differentiation and sustainability through CRM and CEM strategies. The findings indicate that effective integration of relationship and experience management plays a crucial role in building long-term customer engagement and brand loyalty.