ISSN: 1550-7521

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Sustainable Customer Relationship Management (susCRM) in Customer Loyalty Perspective: An Empirical Study on Restaurant Industries in Bangladesh


The study conceptualized sustainable customer relationship management (susCRM) based on several theories of customer relationship management (CRM) and primary data from 150 customers and 60 employees of 30 restaurants through personal observation and in-depth interviews. The study's findings show that sustainable customer relationship management (susCRM) regenerates customers’ needs, wants, and demands, making an individual customer loyal to a restaurant.

Abdulla Al-Towfiq Hasan*

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