企業實施顧客關係管理最主要的目的就是希望能掌握客戶需求變動與提升客戶滿意度以達到與顧客保持長久關係，進而提升顧客忠誠度，創造企業的新商機。
本研究將顧客關係管理之功能區分為關係行銷、服務品質、區隔顧客價值、客製化服務和客服中心功能，探討對其顧客滿意度與顧客忠誠度的關係及影響，進而提出企業發展業務由衷的建議。
抽樣方法透過問卷調查法蒐集推廣教育中心之顧客意見，總共發放500份問卷，有效問卷為293份，有效回收率為58.6%，利用Pearson相關分析、單因子變異數分析、複迴歸、路徑分析等方法進行資料分析。
本研究的主要發現為：
一、經分析方法檢定，三個變數間確實存在顯著正向關係。
二、關係行銷與服務品質對顧客滿意度、顧客忠誠度有較顯著的正向影響。
三、顧客滿意度證實為顧客關係管理與顧客忠誠度之間的中介變項，驗證顧客關係管理能透過顧客滿意度間接的正向影響顧客忠誠度。
The major purpose of enterprises performing customer relationship management is to handle customer demand and increase customer satisfaction to maintain the cus-tomer relationship,and then raise the customer loyalty to create new businesses.
This study categorized the functions strategy of customer relationship manage-ment as relationship marketing,service quality,difference customer value,customization service and call center functions. and investigated their relation and effects on customer satisfaction and customer loyalty,and then proposed the heartfelt suggestion of enter-prise develops the service.
Sampling method by questionnaire survey to collect customer’s opinion from promotion education center. we totally distributing 500 questionaire, the effective one is 293, and the effective recycle rate reaches 58.6 in percentage. using statistical method as Pearson Correlation Analysis, One-Way ANOVA,multiple Regression and Path Analysis to analyze these data.The major findings of this study are summarized as following:
1. After analysis method examination, This empirical result supports the positiv-erelationships among the three variables.2. Relationship marketing and service quality had stronger positive effects on customer satisfaction and customer loyalty.3. Customer satisfaction was empirically confirmed to be the mediating variable between customer relationship management and customer loyalty, customer relationship management can indirectly affect customer loyalty by customer satisfaction.
