Consumer behavior is a complex scientific area. Managing consumer behavior and consumer relationships is one of the leading challenges of the contemporary time, exemplified by all organizations. The benefits it brings are considered as a strategically significant process. In the domain of relationship marketing, it seeks to maximize customer satisfaction and loyalty. These are interrelated and conditioned terms that are difficult to quantify, but in practice are often explored by various techniques and methods. Satisfied and loyal customers are a key market segment, on which the success of the business depends, but also the long-term development of the company. While there is no single concept to ensure optimal performance in practice, direct support is often provided through the establishment of a customer relationship management system. It is a technologically supported system, based on current market information, which seeks to measure and improve customer satisfaction and loyalty.