Customer relationship management is an important communication tool between company and customers. Past research on customer relationship management is often related to relationship marketing and relationship quality. Less discussion of customer relationship management and relationship bonds. The study is based on company through customer relationship management and relationship bonds, building relationships with customers, and then improving customer loyalty in the process. And rely on brand attachment and emotional attachment as a moderator, exploring the impact of the two on relationship bonds and customer loyalty.The SEM analysis model using AMOS and SPSS hierarchical regression analysis, conduct empirical research. The results of the empirical analysis are as follows:
1.Understanding customer needs and surrounding products has a significant positive impact on financial bonds but has no significant positive impact on social connections and structural bonds. The marketing plan has a significant positive impact on financial bonds, social bonds and structural bonds. Service exposure has no significant positive impact on financial bonds but has a significant positive impact on social bonds and structural bonds.
2.Social bonds has no significant positive impact on attitude loyalty but financial bonds and structural bonds has a significant positive impact on customer loyalty.
3.Brand attachment has only a positive impact on the structural bonds and behavioral loyalty regulation. Emotional attachment has a positive impact on the regulation of structural bonds and attitude loyalty; emotional attachment to structural bonds has a negative interference effect on behavioral loyalty.
