<![CDATA[The development of technology Customer loyalty is one of the important factors that determine the company's sustainability in the midst of increasingly fierce business competition in the digital era. The development of information technology has changed the way companies interact with customers, so that long-term relationships become strategic assets that need to be managed effectively. In this context, Customer Relationship Management (CRM) is seen as an approach that helps companies build, maintain, and develop customer relationships through the continuous use of technology, services, and communication. This article aims to analyze the implementation of Customer Relationship Management (CRM) and its influence on customer loyalty based on various relevant research results. The research uses a literature study method with a descriptive qualitative approach. Data was obtained from various sources of scientific literature, such as journals, books, and research articles that discuss CRM, service quality, customer communication, customer loyalty, and the use of digital technology in customer relationship management. The analysis is carried out through the process of identification, classification, and synthesis of previous research findings. The results of the study show that the implementation of CRM is carried out through the integration of digital technology, improving service quality, continuous communication, and personalizing services according to customer needs. The application of these aspects has been proven to be able to increase customer satisfaction and trust which then encourages the formation of customer loyalty. In addition, digital technology helps companies manage customer data more effectively so that the services provided become more responsive and on target. This study concludes that CRM is a strategy that plays an important role in building and maintaining customer loyalty through relationship management that is oriented towards customer needs. This article also offers a conceptual synthesis that integrates aspects of technology, service, communication, and service personalization in explaining the formation of customer loyalty in the digital age.]]>
