고객만족 경영이 b to b 영업성과에 미치는 매개된 영향

이지태 ( Ji Tae Lee ),전인수 ( In Soo Jeon ),주인수 ( In Soo Zoo,) 한국고객만족경영학회 2013 고객만족경영연구 Vol.15 No.3

본 연구의 목적은 실무에서 이미 보편화되어 있는 고객만족경영을 분명히 정의하고 이의 성과를 알아보는 것이다. 고객만족경영은 고객만족이란 이타성(altrusim)을 핵심가치로 하는 경영이기 때문에 기존경영과 달리 직접적으로 직무성과에 영향을 미치기보다는 여러 가지 매개된 영향을 통해서 성과에 영향을 미칠 것으로 보고 연구모형을 설계하였다. 이타적 사고나 행동을 할 때 사람들이 갖게 되는 긍정적 감정이나 행동인 공정성, 몰입, 만족, 시민행동 등을 매개변수로 선정했으며 이들 간의 인과적 순서는 합리적 행동이론에 근거하여 정했다. 매개된 연구모형을 검증한 결과는 다음과 같다. 첫째, 고객만족이란 이타성을 경영에 도입한 새로운 경영패러다임인 고객만족경영이 영업성과에 긍정적인 영향을 미치는 것으로 확인되었다. 따라서 고객만족경영은 우리나라 기업의 보이지 않는 경영자산으로 지속적으로 강조할 필요가 있다. 둘째, 이타성을 전제로 한 고객만족경영은 직원들의 긍정적 사고나 행동을 통해 좋은 성과를 가져오는 것으로 밝혀졌다. 따라서 고객만족경영의 효과는 직접적으로 나타나는 것이 아니라 매개변수를 통해서 간접적으로 나타난다고 볼 수 있다. 셋째, 집단성과보다 개인성과를 결과변수로 한 연구모형이 더 우수한 것으로 나타났다. 따라서 직원성과를 높이는 기존의 관리방식인 인센티브나 목표관리에 덧붙여 고객만족경영을 새로운 관리방식으로 볼 수 있다. 끝으로 산업특성이나 시장여건에 따라 고객만족경영의 영향이 다른 것으로 알고 있으나 환경특성은 조절적 영향을 미치지 않는 것으로 밝혀졌다. 따라서 "고객만족경영은 어떤 시장상황에서도 유효하다."고 할 수 있다. The purpose of this study is to analyze the influence of customer satisfaction management on the performance of sales force. Customer satisfaction management was adopted by most Korean companies as a new corporate management scheme since Asian Currency Crisis of 1997 and has now settled well in Korea. This study was carried out by recognizing the fact that we still lack sufficient theoretical research in spite of widespread implementation of customer satisfaction management. Our analysis could have been conducted in two different directions: One is the enhancement of corporate performances with much increased customer satisfaction as the result of the implementation of customer satisfaction management. The other one is the enhancement of corporate performances influenced by new convictions and attitude of employees after implementing customer satisfaction management. Although the former had been studied extensively both domestically and overseas, the latter, on the basis of effects caused by employees, had been mostly overlooked. This study was undertaken by focusing on this aspect. Research model was established on the basis of the rational behavioral theory that emphasizes the sequence of "conviction→ attitude → intention for action or action itself". Existing researches based on a similar concept include such researches based on market oriented concept, internal marketing, organizational justice and strategic commitment. The result of our verification on seven hypotheses, or thirteen sub hypotheses, that had been set based on the above theoretical foundations and existing researches, shows that all, with the exception of two hypotheses, supported our research model. The summary of the result of our verification is as follows: First, customer satisfaction management was found to have a substantial effect on the sales force recognition of fairness. In particular, this study was conducted by separately analyzing social fairness and organizational justice. The result showed that customer satisfaction management would give greater influence on social fairness. Secondly, 3 categories of fairness, besides distribution fairness, proved to give positive influence on strategic commitment. It can be assumed that distribution fairness was rejected because of it is classified as an ex post facto fairness. Thirdly, strategic commitment was found to substantially influence job satisfaction and organizational behavior. In particular, its effect on organizational behavior is remarkable due to the nature of the job description of a sales force. Fourthly, strategic commitment influences sales performance through organizational behavior and job satisfaction rather than directly influencing sales performance. Lastly, this study analyzed sales performances of two research models divided into group performance and individual performance, and the result showed that individual performance model was found to be more valid.

한국의 병원 정보시스템이 병원의 전략, 고객만족, 병원의 성과에 미치는 영향에 관한 연구

강주훈 ( Joo Hun Kang ) 아시아.유럽미래학회 2010 유라시아연구 Vol.7 No.2

본 연구는 병원 정보시스템이 병원 내에서의 전략, 종업원 만족, 환자관리, 업무 프로세스와 병원성과에 어떠한 영향을 주고 있는지를 인과관계를 통해 알아보는데 그 목적이 있다. 과거의 경우 정보시스템은 전문적이고 기술적인 제조업 부분에 집중되어 업무개선, 전략, 고객만족 등에 주로 이용이 되었으나 서비스 업체들의 경우 제조업처럼 표준화된 데이터의 확보가 어려워 제조업체에서 시행한 다양한 기법들을 사용할 수 없었다. 하지만 정보기술의 발달로 인해 오늘날에 이르러서는 항공 정보시스템 (AIS System), 병원 정보시스템(Hospital Management System) 등 다양한 분야에 대한 정보시스템의 등장으로 인해 제조업과 마찬가지로 각종 데이터의 확보가 용이해져 다양한 서비스 분야에 이용이 되고 있다. 특히 병원의 경우 정보시스템을 이용하여 병원의 장·단기 전략, 고객(환자)만족의 강화, 병원 업무프로세스의 개선 등이 이루어지고 있다. 따라서 본 연구에서는 병원의 정보시스템이 병원의 전략, 종업원만족, 업무 프로세스, 병원성과에 어떠한 영향을 주는지 알아보고자 한국에 있는 5개 국립정신병원의 정보시스템을 통하여 알아보고자 한다. 본 연구의 결과 병원 정보시스템은 병원에서 (종업원만족)Employee satisfaction, (병원의 전략)Strategy, (환자 만족)Patients management, (업무 프로세스) Work process 모두에게 긍정적인 영향을 주는 것으로 나타났다. 이는 오늘날 병원 정보시스템은 병원 내·외부 고객 모두에게 긍정적인 영향을 주어 병원의 발전에 크게 기여한다고 할 수 있다. 특히 Employee satisfaction에 가장 큰 영향을 주어 오늘날 HIS는 병원 관계자들이 병원 정보시스템을 이용하여 치료에 관련된 업무 뿐만 아니라 다양한 행정업무에도 효율적으로 사용되어진다고 할 수 있다. 다음으로는 strategy에 영향을 준다는 결과를 도출하였다. 이는 병원에서의 중요한 의사결정에 필요한 정보를 제공함으로써 병원이 경쟁시장에서 생존할 수 있게 도움을 주고 있으며 이러한 정보시스템의 정보를 이용한 전략은 Patients management에도 영향을 주어 결국 간접으로 병원의 performance에도 간접적인 영향을 주는 것으로 나타났다. 또한 Employee satisfaction, Strategy, Work process는 Patients management에 긍정적인 영향을 준다는 결과를 나타내었다. 이는 병원 내부의 각 요인들의 만족은 결국 환자의 만족도에 영향을 준다는 기존 연구의 결과들과 동일한 결과를 도출하였다. 마지막으로 Patients management와 Work process는 병원의 Business performance에 영향을 준다는 결과를 도출하였다. 다시 말해 오늘날 HIS의 역할은 과거 단순히 전문적이고 기술적인 부분의 단계를 넘어 병원전반에 걸쳐 다양한 부분에 영향을 주고 있으며 병원이 생존을 위하여 없어서는 안 되는 중요한 부분이 되었다고 할 수 있다. This research is to investigate, through causal relationship, how the Hospital Information System affects the hospital strategy, employee satisfaction, patient management, work process, and the performance of the hospital. In the past, the information system focused on manufacturing companies that were specialized and technical in their fields, and was used mainly for work improvement, strategy and customer satisfaction, but service companies were not able to take advantage of various techniques employed by manufacturing companies because of the difficulty in getting standardized data. But these days, the information system applies to a wide range of service companies as well, because the collecting of various data has been made easier due to the advancement of information technology, such as the Automatic Identification System (AIS), the Hospital Management System and others. In the case of hospitals, in particular, there have been a lot of improvements with the short-term and long-term strategy, customer (patient) satisfaction, and work process due to the information system. Therefore, the information systems of five national mental hospitals in South Korea have been studied to understand how the Hospital Information System affects the hospital strategy, employee satisfaction, work process and the performance of the hospital. The findings are that the Hospital Information System appears to have a positive effect on the employee satisfaction, hospital strategy, patient management and the work process. Thus it can be said that the Hospital Information System these days contributes greatly to the development of the hospitals with a positive effect on both in-customers (employee) and out-customers (patients) of the hospital. Its effect on customer satisfaction, especially, is one of the biggest. It, therefore, can be said that the HIS can be effectively used not only for medical treatment, but also for various administrative works. The following findings are the effects on the hospital strategy. The system helps the hospital survive in the competitive market by providing necessary information for critical decision-making. Using such an information system also appears to have an effect on patient management, thereby indirectly affecting the performance of the hospital. The system is also found to have a positive effect on the employment, strategy, work process and patient management as well. So it is concluded that the findings are the same as those of existing studies in that the satisfaction of each internal element of the hospital eventually affects the level of patient satisfaction. Finally, the patient management and work process are concluded to have an effect on the business performance of the hospital.

ESG경영이 직원 및 고객의 만족에 미치는 영향: KCGS/KEJI의 ESG 데이터 및 내·외부고객 양자적 데이터의 통합적 활용

허종호(Huh, Jongho),이가은(Lee, Gaeun),박민하(Park, Minha),정은제(Jeong, Eunjae) 한국경영학회 2023 한국경영학회 통합학술발표논문집 Vol.2023 No.8

주주와 함께 직원 및 고객은 기업의 1차 이해관계자로, 이들의 욕구와 기대 충족은 기업의 이익과 손실에 직·간접적인 영향을 미치므로 매우 중요하다. 특히, 기업의 무형자산 중 인적자본과 고객자산의 기반이 되는 직원과 고객의 만족은 ESG경영과 재무성과간의 관계를 이해하는 데 중요한 정보를 제공할 수 있다. 이에 본 연구에서는 기업의 ESG경영에 대한 내·외부고객의 인식을 확인하기 위해 빅데이터 분석기법인 텍스트마이닝분석(Text Mining)을 하였으며, 그 결과를 바탕으로 한국기업지배구조원(KCGS)의 ESG등급 데이터와 경제정의실천시민연합에서 개발한 사회적책임 평가지표인 경제정의지수(KEJI) 데이터를 통합적으로 이용하여 기업의 ESG경영 및 ESG경영의 각 하위활동이 직원 및 고객의 만족에 각각 어떤 영향을 미치는지 종합적으로 분석하였다. 본 연구의 주요 분석결과는 다음과 같다. <연구 1>에서는 ‘ESG와 직원’, ‘ESG와 고객’을 키워드로 빅카인즈(BIGKinds)를 활용하여 뉴스기사 텍스트마이닝분석(키워드 트렌드분석, 빈도분석, 연관어분석)을 하였다. 그 결과, ESG경영이 기업의 내·외부고객인 직원 및 고객의 만족과 관련이 있음을 확인하였다. <연구 1>에서 확인한 결과를 바탕으로, <연구 2>에서는 KCGS의 ESG등급과 잡플래닛의 직원만족도, 한국능률협회컨설팅(KMAC)의 고객만족지수(KCSI) 데이터를 각각 ESG경영과 직원만족, 고객만족의 대체변수로 사용하여 기업의 ESG경영이 직원 및 고객의 만족에 미치는 영향에 대해 회귀분석을 하였다. 그 결과, ESG경영은 직원 및 고객의 만족 모두에 유의한 정(+)의 영향을 미친 것으로 나타났다. 이어서, 경제정의실천시민연합의 KEJI 데이터를 각각 ESG경영의 하위활동(환경경영, 사회공헌도, 공정성 항목)과 직원 및 고객만족(직원만족, 소비자보호 항목)의 대체변수로 사용하여 KCGS의 ESG 데이터를 활용한 분석결과의 강건성을 확인하고, ESG경영의 하위활동이 직원 및 고객의 만족에 미치는 영향을 추가 분석하기 위해 위계적 회귀분석을 하였다. 그 결과, 환경활동이 직원 및 고객의 만족 모두에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 그러나 지배구조활동은 고객만족에만 유의한 정(+)의 영향을 미쳤으며, 사회활동은 직원 및 고객의 만족 모두에 긍정적인 영향을 미치지 않았다. 본 연구결과는 ESG경영에 관심이 조직인사 및 마케팅분야의 연구자 및 ESG 관련 기업실무자에게 유용한 시사점을 제공해 준다. Employees and customers, along with shareholders, are the primary stakeholders of the company, and meeting their needs and expectations is very important because it directly or indirectly affects the companys profits and losses. In particular, the satisfaction of employees and customers who underlie human capital and customer assets among an entitys intangible assets can provide important information for understanding the relationship between ESG and financial performance. In order to confirm internal and external customers perceptions of corporate ESG management, this study conducted Text Mining analysis, a big data analysis technique, and based on the results, a comprehensive analysis of corporate and external activities was conducted ESG management. The main analysis results of this study are as follows. <Study 1> conducted text mining analysis(keyword trend analysis, frequency analysis, and associated word analysis) of news articles using BigKinds under the keywords ESG and employees(internal customers) and ESG and customers(external customers). As a result, it was confirmed that ESG management were related to the satisfaction of employees and customers who are internal and external customers of the company. Based on the results confirmed in <Study 1>, <Study 2> conducted a regression analysis on the impact of corporate ESG management on internal and external customer satisfaction by using KCGS ESG rating, Job Planets employee satisfaction, and KMACs customer satisfaction index(KCSI) data as alternatives. As a result, it was found that ESG management had a significant positive(+) effect on the satisfaction of both internal and external customers. Subsequently, KEJI data was used as alternative variables for each sub-activity of ESG management(environmental management, social contribution, fairness items) and internal and external customer satisfaction(employee satisfaction, consumer protection items), and hierarchical regression analysis was conducted to further analyze the impact of each sub-activity of ESG management on internal and external customer satisfaction. As a result, it was found that environmental activities had a significant positive(+) effect on the satisfaction of both internal and external customers. However, governance improvement activities had a significant positive(+) effect only on customer satisfaction, which is an external customer, and social responsibility activities did not have a positive effect on both internal and external customers. The results of this study provide useful implications for researchers in organizational personnel and marketing fields and ESG-related corporate practitioners.

The Effects of Customer Information Management on Firm Performance

김병용 (사)한국관광레저학회 2006 관광레저연구 Vol.18 No.1

The purpose of this study examines the direct effect of customer information management on customer satisfaction, and the direct effect of customer satisfaction on firm performance. The study also investigates the moderating effects of two customer factors - customer relationship intensity and customer heterogeneity - on the relationship between customer information management and customer satisfaction. The result shows that firms implementing customer information management appropriately are likely to not only have more satisfied customers but also perform better than those that do not. The moderating effects of customer factors suggest that the positive relationship between customer information management and customer satisfaction can be applicable regardless of the two characteristics, customer relationship intensity and customer heterogeneity.

고객만족과 고객감동이 고객충성도에 미치는 영향에 관한 실증연구; 재구매와 고객유지에 대한 중점 연구

박연자 한국산업정보학회 2019 한국산업정보학회논문지 Vol.24 No.1

Recently, As the desire of consumer gets complexed and demanding, business environment is they are rapidly changing to customer-oriented ones. In order to survive in an age of fierce competition with competitor encompassing changing and customer’s needs of consumer company emphasizes market orientation to have a sustainability. It is necessary not only satisfy consumer but also to provide customer delight. We want to see if customer’s loyalty can be increased by experiencing C/S and C/D. First, customer’s loyalty influences repurchase intention after experiencing customer 's satisfaction and customer's delight. Second, customer’s satisfaction is influenced by customer’s satisfaction level. Especially Joy is one of the most important factor affecting customers delight. Third, customer’s loyalty is one of the most important factor affecting customer’s satisfaction. Finally, through this study, it was found that customer’s satisfaction and customer’s satisfaction improve the repurchase relationship which is crucial from customer’s loyalty.

ESG경영과 고객충성도간의 관계에서 신뢰와 만족의 이중매개효과에 관한 연구 - ESG 문헌고찰 및 ESG경영 척도 활용 -

허종호,홍재원 한국윤리경영학회 2023 윤리경영연구 Vol.23 No.1

Customer loyalty is a very important strategic asset for the sustainable growth of a company in that it affects both future purchasing behavior and brand attachment. Starting with the Business Roundtable (BRT) declaration, the main principle of corporate governance is to consider all stakeholders of a company, including the customers, employees, partners, and local community, in shareholder capitalism that values the short-term interests of shareholders. Thus, with the transition to stakeholder capitalism, whether a company’s ESG management respects not only shareholders but also these stakeholders and meets their needs and interests has become more important. Therefore, based on a range of theories, such as stakeholder, social exchange, corporate reputation, social responsibility, and relationship marketing theories, this study examined the structural relationship between customer trust, satisfaction, and loyalty, which are key performance variables of ESG management and marketing. To verify the hypothesis, data were collected through an online survey targeting 150 members of the public, and Process MACRO (Model 6) was used to analyze the results. ESG management activities were found to have a significant positive (+) effect on loyalty by mediating both trust and satisfaction individually. It was also found that trust and satisfaction played a dual mediating role in the relationship between ESG management activities and loyalty. In other words, ESG management activities were found to have a positive effect on loyalty by mediating trust or satisfaction without directly affecting loyalty or by mediating trust and satisfaction together. This study focused on customer loyalty, which has been overlooked to date in ESG research for marketing, and identified for the first time the mechanisms underpinning the relationship between ESG management and loyalty (ESG management→trust→satisfaction→loyalty). This study also suggests that ESG management can be a useful practical marketing tool for strengthening customer loyalty. 고객충성도는 고객의 미래 구매행동과 브랜드 애착을 동시에 갖는다는 점에서 기업의 지속 가능한 성장을 위한 매우 중요한 전략적 자산이다. 특히, 비즈니스 라운드테이블(BRT) 선언을 기점으로 기업지배구조의 원칙이 주주의 단기적 이익을 중시하는 주주 자본주의(shareholder capitalism)에서 고객, 근로자, 협력업체, 지역사회 등 기업의 모든 이해관계자를 고려하는 이해관계자 자본주의(stakeholder capitalism)로 전환되면서, 기업의 ESG경영이 주주뿐만 아니라 고객을 비롯한 다양한 이해관계자들을 존중하고, 이들의 니즈와 이익을 충족시키고 있는지가 중요해지고 있다. 이에 본 연구에서는 이해관계자이론, 사회교환이론, 기업평판이론, 사회적책임이론, 관계마케팅이론 등에 근거하여, ESG경영과 마케팅의 핵심성과 변수인 고객의 신뢰와 만족, 충성도 간의 구조적 관계에 대해 살펴보았다. 가설의 검증을 위해 일반인 150명을 대상으로 온라인 조사를 통해 자료를 수집하였고, Process MACRO(Model 6) 분석방법을 이용하였다. 본 연구의 분석결과는 다음과 같다. 첫째, ESG경영 활동은 신뢰를 매개하여 충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, ESG경영 활동은 또 다른 매개변수인 만족을 매개하여 충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, ESG경영 활동은 신뢰와 만족을 순차적으로 매개하여 충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 본 연구는 마케팅 분야의 ESG 연구에서 고려되지 않았던 고객충성도에 초점을 맞추어, ESG경영과 고객충성도 간의 관계 및 ‘ESG경영→신뢰→만족→충성도’로 이어지는 메커니즘을 처음으로 규명하였다는 점에서 연구적 가치가 있다. 실무적으로는 ESG경영이 고객충성도를 강화하는 데 유용한 마케팅 수단이 될 수 있음을 시사해 준다.

뷰티서비스업체의 불평처리서비스와 고객충성도 간의 관계

김윤(Kim-Yun) 한국인체미용예술학회 2015 한국인체미용예술학회지 Vol.16 No.3

The purposes of this study were to verify the ways in which customer complaints are managed and their effects on customer satisfaction as well as to examine the relationship between customer complaint management and customer loyalty. To achieve the purposes, a questionnaire was conducted with 398 beauty shop employees. Data were analyzed using SPSS 18.0. The results of this study were summarized as follow: First, customer complaint management was related positively to customer satisfaction. Second, customer satisfaction was related positively to consumer loyalty. Third, customer complaint management indirectly affected the intent to revisit through customer satisfaction. Fourth, customer complaint management indirectly affected word-of-mouth effects through customer satisfaction.

고객만족경영 지속성의 핵심 운영요인과 성과에 관한 연구

서창적(Suh, Chang Juck),황혜미(Hwang, Hye Mi) 한국서비스경영학회 2012 서비스경영학회지 Vol.13 No.3

Successful achievement of Customer Satisfaction Management (CSM) requires development of the operating systems to sustain maintenance and activate through analyzing key success operating factors. This study examines a sustainable CSM which draws key operating factors from MB (Malcolm Baldrige) model and investigates their affects on firms` internal and external performance. Consequently, the findings are as follows: First, Customer Satisfaction Management operating system affects on sustainability of CSM, process performance and customer performance. CS leadership, customer oriented HRM (Human Resource Management), CSM evaluation system and team-work are required to achieve successful Customer Satisfaction Management. Second, sustainability of CSM affects on customer performance via process performance, sustainability index consists of two factors, CSM driving activity and CSM activity level. CSM driving activity contains mid-managers commitment, CSM team`s activity, process improvement activities, and CSM consistency. CSM activity level, formative index, contains firm`s reinforcement level of customer satisfaction, subcontractor`s education level, real time feedback of VOC (Voice of Customer). Third, process performance affects on customer performance. Process performance which contains customer`s waiting time reduction, short business time, brief decision making process, cost reduction through process improvement, process reengineering for customer needs and service environment improvement provides better service than competitors to customer. Finally, four factors of CSM operating system (CS leadership, customer oriented HRM, CSM evaluation system and team-work) also affect on customer performance.

고객만족성과에 영향을 미치는 점포운영관리 핵심요소에 관한 연구

서창적(Suh, Chang Juck),이정식(Lee, Jeong Sik) 한국서비스경영학회 2012 서비스경영학회지 Vol.13 No.2

There are 2,000 corporations of domestic electronic retail shop in 2010. Because of too many competitors, they are trying to increase their market share for survival. All of them agree that CSM(Customer Satisfaction Management) is the only way for expanding market share. Hence, each distribution corporation is concentrating their effort on improvement of customer satisfaction. Although they pump much manpower and costs, it is very difficult to improve customer satisfaction. That is a big concern of them. In this research, we concentrate on establishing the relationships between key operational factors and customer satisfaction performance. We extract the key factors in discussion with service encounter employees in S electronic corporation retail shops. We test hypothesis about the effects of manager`s CS leadership on employee`s customer orientation, process management, improving activities of customer complains, and the effects of employee`s problem solving competencies on customer satisfaction performance. We surveyed 1,055 employees in S electronic corporation`s 200 retail shops and tested the suggested research model empirically. Consequently, we found the followings; firstly, manager`s CS leadership has positive effects on employee`s customer orientation, process management and improving activities of customer complains. Secondly, employee`s customer orientation and process management positively affect employee`s problem solving competencies. Thirdly, employee`s problem solving competencies have effect on customer satisfaction performance.

Examining the Effect of Marketing Mix Elements on Customer Satisfaction with Mediating Role of Electronic Customer Relationship Management

Morteza Mohammadi,Tahmoores Sohrabi 대한산업공학회 2018 Industrial Engineeering & Management Systems Vol.17 No.4

In the business environment, technological change, information technology and new business practices are increasing. The customer is considered as a valuable asset. So, customer orientation and customer preservation are considered as astrategy for creating competitive advantage. Organizations will be successful only if they satisfy their customers. Therefore, this research aims to achieve a mechanism adapted to new e-commerce methods to investigate the effect ofmarketing mix elements on customer satisfaction with the presence of the mediating variable of electronic customerrelationship management. The present research is an applied study conducted with using the descriptive-correlationalmethod. The sample size is 384 people from all of the customers who referred to the active electronic stores in thetime period of collecting the research data and purchased their products. The tools used in this research were standardmarketing mix questionnaire, customer satisfaction questionnaire, and standard customer relationship managementelectronic questionnaire. The reliability of them by Cronbach’s alpha was 0.82, 0.83 and 0.92, respectively. Confirmatoryfactor analysis method was used for investigating the validity. The data were analyzed by using Pearson correlationand structural equation modeling. The results showed that the marketing mix elements have a positive and significanteffect on customer satisfaction with the presence of intermediary variable of customer relationship management. This can maintain customers, satisfy them, and attract new customers.