Customer Relationship Management, Service Quality and Customer Engagement as Drivers of Brand Loyalty: A Systematic Literature Review (2020 – 2025)
DOI:
https://doi.org/10.53840/jmm.v16i1.282Keywords:
Customer Relationship Management, Service Quality, Brand Loyalty, Customer Engagement, Systematic Literature ReviewAbstract
This systematic literature review synthesizes existing literature to explore the interconnected roles of Customer Relationship Management (CRM), service quality and customer engagement in fostering brand loyalty, with particular relevance to service-based sectors like higher education. Adhering to the PRISMA framework, the review methodically analyzed literature sourced from Scopus, Web of Science, and Google Scholar. The inclusion criteria focused on peer-reviewed articles published between 2020 and 2025 that empirically or theoretically examined the relationships between at least two of the core constructs. Analysis of the 20 selected studies reveals a dominant research trend focusing on recent technological integration, particularly Artificial Intelligence (AI)-driven CRM, which highlights a persistent gap in holistic models that integrate all four variables within specific institutional contexts such as universities. The findings consistently demonstrate that technology-enhanced CRM and high service quality are fundamental, yet their influence on loyalty is predominantly mediated through customer satisfaction and, crucially, active customer engagement. The review concludes that brand loyalty is best achieved through a synergistic strategy where technological tools and quality service are deliberately designed to stimulate meaningful customer engagement, which acts as the ultimate driver of sustained commitment. This integrated perspective addresses existing research fragmentation and provides a cohesive framework for both academic inquiry and organizational strategy.
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