Today: Wednesday, 12 March 2025
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Management
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Economy
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Development
Identifying factors affecting customer loyalty with the AHP approach
The subject of study (Chain stores of Izeh city)
Volume 4, Issue 2, 2023-2024, Pages 90 - 95
1 Department of Industrial Engineering, Faculty of Mechanical Engineering, Jundi-Shapur University of Technology, Dezful, Iran
2 Department of Industrial Engineering, Faculty of Mechanical Engineering, Jundi-Shapur University of Technology, Dezful, Iran
3 Department of Industrial Engineering, Faculty of Technology and Engineering, Kharazmi University, Tehran, Iran
Abstract :
In today's competitive markets, customer loyalty is one of the key factors for the survival of companies. Accurate evaluation of customer loyalty can lead to improved marketing strategies and increased customer satisfaction. Today, customer retention is very important, so that the cost of attracting a new customer is five or six times the cost of implementing existing customer retention strategies. This article investigates the use of Analytical Hierarchy Method (AHP) to evaluate customer loyalty in chain stores. This article includes the investigation of customer behaviors and the way stores use to gain customers' trust and loyalty by using data collection methods based on the facts of chain stores in Izeh city and taken from the opinions of customers and managers and experts active in these stores. The examined criteria include service quality, price, customer experience and staff quality, each of which has three sub-criteria. The results show that the service quality criterion has the greatest impact on customer loyalty.
In today's competitive markets, customer loyalty is one of the key factors for the survival of companies. Accurate evaluation of customer loyalty can lead to improved marketing strategies and increased customer satisfaction. Today, customer retention is very important, so that the cost of attracting a new customer is five or six times the cost of implementing existing customer retention strategies. This article investigates the use of Analytical Hierarchy Method (AHP) to evaluate customer loyalty in chain stores. This article includes the investigation of customer behaviors and the way stores use to gain customers' trust and loyalty by using data collection methods based on the facts of chain stores in Izeh city and taken from the opinions of customers and managers and experts active in these stores. The examined criteria include service quality, price, customer experience and staff quality, each of which has three sub-criteria. The results show that the service quality criterion has the greatest impact on customer loyalty.
Keywords :
AHP, customer loyalty, chain store, customer satisfaction
AHP, customer loyalty, chain store, customer satisfaction