The Impact of Customer Relationship Management on Customer Loyalty via the Mediating Role of Customer Satisfaction: An Empirical Study on Private Kuwaiti Fitness Gyms

The existing research paper was built based on an existing literature from previous researchers and articles and done in a different context (i.e. industry and country). Further, this research contributes to enabling others to understand more between customer relationship management, customer satisfaction and customer loyalty in Kuwaiti private gyms since limited efforts were undertaken to examine this topic in this particular sector. Traditionally, researchers have focused on studying the deal relationship between customer relationship management and customer loyalty through customer satisfaction as a mediating variable. Thus, this research went a step further by not only studying these variables but also by adding an integrated marketing communication as a new variable in customer relationship management practices with also a new mediating variable which is customer satisfaction. The current research comes up with insightful findings and recommendations.