A Study on the Impact of Customer Relationship Management Strategy on Relationship Quality and Customer Loyalty: Focused on for Parents Who Use Infant and Toddler Education Institutions

Purpose: The purpose of this study is to examine the structural paths of relationship quality in the relationship between customer relationship management strategies perceived by parents of service users and customer loyalty, and to provide basic data for improving institutional operations to enhance service quality.Methods: The collected data were analyzed using the SPSS 22.0 and Smart PLS 4.0 statistical analysis programs to check and verify the data.Results: The results of the study showed that all of the relationships between customer relationship management strategies and the sub-dimensions of relationship quality, except for professionalism and customer orientation, have a positive impact on customer satisfaction. Additionally, the mediation effect of customer trust was rejected in the verification process. Finally, it was found that customer orientation and professionalism have a sequential mediating effect on the relationship between customer satisfaction and customer trust in the relationship between customer loyalty and customer relationship management strategies.Conclusion: Through the research results, it can be concluded that early childhood education institutions should consistently and continuously respond to ensure that service users, parents, have confidence in the services provided, which is an important strategic point.