CUSTOMER LOYALTY THROUGH THE LENS OF CUSTOMER RELATIONSHIP MANAGEMENT IN HIGHER EDUCATION SECTOR BALOCHISTAN

The imperative basis for profitability and increased market share the businesses is customer loyalty. To improve loyalty, firms have to establish lasting relationship with customers. present study investigates influence of management (CRM) on loyalty (CL). Moreover, it reveals whether service quality (SQ) satisfaction (CS) functions as mediators. Data were collected using purposive sampling. Structural equation modeling via AMOS PROCESS macro used data validity, direct hypotheses’ testing, mediating effects’ estimation. results reveal that CRM directly indirectly SQ CS CL. current enhances understanding function in manipulating CL higher education sector Balochistan. Keywords: Customer Relationship Management, Loyalty, Service Quality, Satisfaction