Due to changes in the competitive environment and in the consumer behavior, issues of CRM are getting more and more important. In this respect, the competitive environment is characterized, e.g., by an increasing concentration in the retail sector and an increasing internationalization ? effects that make it difficult to tie consumers to a company. Customer loyalty is further threatened by the mentioned changes in consumer behavior that can be described as being multi-optional. Further, many customers have the tendency to switch to competitors though they are satisfied (so-called variety-seeking). Against this background, it is important to establish long-term relationships between the customers and a retailer, by means of CRM techniques. In using CRM, companies can generally increase customer satisfaction, and thus customer loyalty. However, if consumers think that they are discriminated, the achievement of the aforementioned goals of CRM ? namely increasing customer satisfaction and loyalty ? can be hindered. Therefore, the aim of this paper is to analyze how perceived discrimination affects customer satisfaction and loyalty. In this respect, a distinction was made between perceived distributive, procedural and interactional discrimination, to gain better knowledge of the specific affects. The results of the empirical study, in which the companies BILLA and MERKUR were focused on, showed that a perceived distributive discrimination and a perceived interactional discrimination negatively affects customer satisfaction. The negative influence of perceived procedural discrimination on customer satisfaction could only be validated for the company BILLA. Furthermore, the findings revealed a positive relation between customer satisfaction and customer loyalty.