This paper presents the impact of customer relationship management on customer loyalty in the service sector. The importance of loyalty for business and its advantages is shown, achieving a high level of loyalty with customers is no longer just one of the ways to increase profits, but is crucial for the survival of the company. Loyal customers are considered extremely valuable for the trade, and loyalty is generally associated with higher levels of quality service. Loyalty is described and defined through two dimensions - behavioral and attitudional, Behavioral dimension, or customer behavior, refers to shopping navigation or activities that the customer shows in relation to products or markets. The attitude dimension refers to the perceptions, attitudes and emotions that the customer expresses towards the product or brand. Loyalty in service sector, the specifics of its achievement are described. The specificity of service sector and their supply is also presented, the differences in market efforts that need to be carried out are shown, which differ from the supply of tangible products, since the services are intangible products. The characteristics of the service (intangibility, heterogeneity and intensity of interaction...) are described in the work, and their differences are compared with the characteristics of the product. Services provide the possibility of interpersonal interaction between employees and customers and the building of relationships, based solely on such interaction they differ from the goods. Customer Relationship Management or CRM (Customer Relationship Management) is the proces of building of relationships to increase customer satisfaction and loyalty over time. The advantages of CRM, its implementation, the importance and benefits of conducting customeroriented CRM activities are presented. The paper mentions the importance of using CRM through its goals of building long-term customer relationships and achieving higher sales. The connection between loyalty and CRM is shown, and the influence that CRM has on achieving loyalty. Satisfaction is also described as an essential component through which loyalty is built. The paper also describes the models in which the connection between the implementation of CRM activities that affect the creation of customer satisfaction, and consequently leads to customer retention and building positive attitudes, and then to the achievement of loyalty.