Beyond satisfying needs, customer value is the key to establish and maintain long run relationships. Hence, providing excellent customer value as a driving force of customer relationships management performance plays a key role in gaining sustainable competitive advantage. The aim of this research is to investigate the relationships among dimensions of customer value, customer satisfaction, brand loyalty and customer relationship management performance. Data obtained from customers of thermal hotels in Afyon, was analyzed by using Structural Equation Modeling (SEM). Results reveal that emotional value being the most influential dimension and social value being the least influential one, dimensions of customer value affect customer satisfaction directly by 80%. Besides, it is revealed that customer satisfaction has strong effect on customer relationship management performance and brand loyalty and considerable part of this effect is mediated by the indirect effect of customer value. Thus, we can say that dimensions of customer value has an indirect effect on customer relationship management performance and brand loyalty mediated by customer satisfaction.

Keywords:Customer Value, Customer Satisfaction, Brand Loyalty, Customer Relationship Management Performance