Elham Sadoughinia; Alireza Hasanzadeh; Shaban Elahi; Shaghayegh Sahraei
Abstract
In new competitive market, the survival of companies depends on recognition and absorption of customers and because of high costs of acquiring new customers, retention of loyal customers is the most important goal of a company. This study is based on the identification of loyalty factors and designing ...
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In new competitive market, the survival of companies depends on recognition and absorption of customers and because of high costs of acquiring new customers, retention of loyal customers is the most important goal of a company. This study is based on the identification of loyalty factors and designing an expert system for the evaluation of customers’ loyalty in the logistic industry. According to the literature, there are two groups of attitudinal and behavioral factors of customers’ loyalty. Attitudinal factors consist of frequency, recency and monetary of shopping, shopping cart, and profitability of shopping. Behavioral factors consist of satisfaction, trust, brand popularity and perceived customer value. Due to the capabilities of the expert systems in evaluation, this study is based on fuzzy inference system which called CLEXS which stands for Customer Loyalty EXpert System. In CLEXS the situation of customers’ loyalty can be detected in different areas and this system is a kind of data mining system in nature.
