The main goal of the work is to find out the role of CRM in the loyalty of users of different services. Various definitions, facts, knowledge were presented in the paper, and research was conducted to find out what role customer relationship management has on user behavior and what the effects of CRM application are in an activity. In most cases, respondents are loyal to service providers and appreciate the engagement of service providers in achieving the best possible relationship with users. The main goal of customer relationship management is to retain customers, and companies achieve this through the expertise of employees, live communication and through social networks, providing signs of attention through loyalty cards, various discounts and loyalty points for service users. Users expect quality from service providers and a price that is mostly constant without too much variation. Also, the location and working hours of the service provider are important to users in order to save on their free time. The partnership relationship with the customer determines the range of services, features, quality and conditions of sale.