One of the main goals of marketing is increasing the customer base through providing superior quality and performance than the competitors. By meeting customer's expectations, customer satisfaction is created. The more satisfied the customers are, the more they are going to be loyal to a company. That is the goal of customer relationship management is to strengthen relationships with customers while enhancing productivity and profitability in business. By putting customers in the centre of the company and focusing on what they need and expect, rather than focusing on just profit by itself, companies seek to build profitability through making them their long-term partners in building, creating and developing new products and ideas. Customer's tending to devote themselves to the company that ultimately succeeds in meeting and going above their satisfaction and providing them with a quality service with each and every transaction. For the purpose of the study, an online questionnaire was distributed to a sample of 101 participants in order to examine the impact of customer relationship management on customer satisfaction. Results show a very strong correlation between people who are very satisfied with their purchase and purchasing again from the same company. Additionally, participants also had positive feelings about recommending a product to family and friends and spreading good word about it if the company successfully satisfies their needs. A significant correlation was also found between participants being satisfied and being loyal to a company. Key conclusion is that customer relationship management shows positive effects on customer satisfaction which ultimately leads to customer loyalty.