3 As strategic factors indices of Loyalty-Based CRM: Alignment, affection, and adjustment

The primary purpose of this study is to develop a Loyalty-Based customer relationship management (LBCRM) model and to propose the 3 As quality indices for its measurement. Currently corporate response to multiple stakeholders has been a trend in business strategic literatures. However, most of the CRM researchers are still exploring factors internal to the organization. Therefore, present study employs a customer perspective and presents the framework for LBCRM to react the context of real circumstance. In addition, comparing with the currently micro research, the model also provide an ontological foundation and holistic lens for the future studies.