Authors
1 MA, Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran
2 Faculty Member, Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University. Tehran
3 Faculty Member, Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University. Tehran (Corresponding Author: Elahishaaban@gmail.com)
4 Faculty Member, Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University. Tehran
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 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.
Keywords
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Beerli A., Martin J.D., Quintana A., (2004). A model of customer loyalty in the retail banking market, European Journal of Marketing, Vol. 38, No. 1/2, pp.253-275
Bose, I., & Chen, X. (2015). Detecting the migration of mobile service customers using fuzzy clustering. Information & Management, 52(2), 227-238.
Chan, S. L., Ip, W. H., & Cho, V. (2010). A model for predicting customer value from perspectives of product attractiveness and marketing strategy. Expert Systems with Applications, 37(2), 1207-1215.
Chandar, M., Laha, A., & Krishna, P. (2006, March). Modeling churn behavior of bank customers using predictive data mining techniques. In National conference on soft computing techniques for engineering applications (SCT-2006) (pp. 24-26).
Chakrapani, C. (2004). Statistics in market research. Oxford University Press.
Cheng, C. H., & Chen, Y. S. (2009). Classifying the segmentation of customer value via RFM model and RS theory. Expert systems with applications, 36(3), 4176-4184.
Dawes, J., & Swailes, S. (1999). Retention sans frontieres: issues for financial service retailers. International Journal of Bank Marketing, 17(1), 36-43.
De Ruyter, K., Wetzels, M., & Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), 436-453.
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Folkman Curasi, C., & Norman Kennedy, K. (2002). From prisoners to apostles: a typology of repeat buyers and loyal customers in service businesses. Journal of Services Marketing, 16(4), 322-341.
Fornell, C., & Wernerfelt, B. (1988). A model for customer complaint management. Marketing Science, 7(3), 287-298.
Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of marketing, 64(3), 65-87.
Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of marketing, 64(3), 65-87.
Gamboa, A. M., & Gonçalves, H. M. (2014). Customer loyalty through social networks: Lessons from Zara on Facebook. Business Horizons, 57(6), 709-717.
Guillén, M., Nielsen, J. P., Scheike, T. H., & Pérez-Marín, A. M. (2012). Time-varying effects in the analysis of customer loyalty: A case study in insurance. Expert Systems with Applications, 39(3), 3551-3558.
Hartmann, E., & De Grahl, A. (2011). The flexibility of logistics service providers and its impact on customer loyalty: An empirical study. Journal of Supply Chain Management, 47(3), 63-85.
Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (2010). The Value Profit Chain: Treat Employees Like Customers and Customers Like. Simon and Schuster.
Hwang, H., Jung, T., & Suh, E. (2004). An LTV model and customer segmentation based on customer value: a case study on the wireless telecommunication industry. Expert systems with applications, 26(2), 181-188.
Ivanauskiene, N., & Auruskeviciene, V. (2015). Loyalty programs challenges in retail banking industry. Economics and Management, (14), 407-412.
Jonker, J. J., Piersma, N., & Van den Poel, D. (2004). Joint optimization of customer segmentation and marketing policy to maximize long-term profitability. Expert Systems with Applications, 27(2), 159-168.
Keiningham, T. L., Frennea, C. M., Aksoy, L., Buoye, A., & Mittal, V. (2015). A Five-Component Customer Commitment Model Implications for Repurchase Intentions in Goods and Services Industries. Journal of Service Research, 18(4), 433-450.
Khajvand, M., Zolfaghar, K., Ashoori, S., & Alizadeh, S. (2011). Estimating customer lifetime value based on RFM analysis of customer purchase behavior: Case study. Procedia Computer Science, 3, 57-63.
Kotler, P. (2009). Gary Armstrong-Principles of Marketing– Prentice Hall.
Larivière, B., & Van den Poel, D. (2004). Investigating the role of product features in preventing customer churn, by using survival analysis and choice modeling: The case of financial services. Expert Systems with Applications, 27(2), 277-285.
Larson S., Susanna H., (2004); Managing customer loyalty in the automobile industry, Department of Business Administration and Social Sciences.
Lemmink, J., & Mattsson, J. (1998). Warmth during non-productive retail encounters: the hidden side of productivity. International Journal of Research in Marketing, 15(5), 505-517.
Megawati, T., Rofiaty, R., & Hadiwidjojo, D. (2018). Role of Trust and Customer Satisfaction as a Mediation Effect of Human Resource Competence on Customer Loyalty (Study on Commercial Customer BCA Kanwil VII Malang). WACANA, Jurnal Sosial dan Humaniora, 21(1).
Nelson, E. C., Rust, R. T., Zahorik, A., & Rose, R. L. (1992). Do patient perceptions of quality relate to hospital financial performance?. Marketing Health Services, 12(4), 6.
Oliver, R.( 1997).Satisfaction: A Behavioral Perspective on the Consumer. Boston: McGraw-Hill,.
Olson, D. L., & Chae, B. K. (2012). Direct marketing decision support through predictive customer response modeling. Decision Support Systems, 54(1), 443-451.
Pan, Y., Sheng, S., & Xie, F. T. (2012). Antecedents of customer loyalty: An empirical synthesis and reexamination. Journal of Retailing and Consumer Services, 19(1), 150-158.
Picón, A., Castro, I., & Roldán, J. L. (2014). The relationship between satisfaction and loyalty: A mediator analysis. Journal of Business Research, 67(5), 746-751.
Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider-client relationships in context. The Journal of Marketing, 38-56.
Raj G. Javalgi, R., & Moberg, C. R. (1997). Service loyalty: implications for service providers. Journal of services marketing, 11(3), 165-179.
Rather, R., & Sharma, J. (2018). Brand loyalty with hospitality brands: The role of customer brand identification, brand satisfaction and brand commitment.
Reichheld, F. F., & Sasser, J. W. (1990). Zero defections: Quality comes to services. Harvard business review, 68(5), 105-111.
Rizan, M., Warokka, A., & Listyawati, D. (2014). Relationship Marketing and Customer Loyalty: Do Customer Satisfaction and Customer Trust Really Serve as Intervening Variables? Journal of Marketing Research & Case Studies, 2014, 1.
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management decision, 50(2), 253-272.
Sharma, G., & Baoku, L. (2013). Customer satisfaction in Web 2.0 and information technology development. Information technology & people, 26(4), 347-367.
Wu, C., & Chen, H. L. (2000). Counting your customers: Compounding customer’s in-store decisions, interpurchase time and repurchasing behavior. European Journal of Operational Research, 127(1), 109-119.
Wu, J., & Lin, Z. (2005, August). Research on customer segmentation model by clustering. In Proceedings of the 7th international conference on Electronic commerce (pp. 316-318). ACM.
Andreassen, T. W., & Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82-92.
Beerli A., Martin J.D., Quintana A., (2004). A model of customer loyalty in the retail banking market, European Journal of Marketing, Vol. 38, No. 1/2, pp.253-275
Bose, I., & Chen, X. (2015). Detecting the migration of mobile service customers using fuzzy clustering. Information & Management, 52(2), 227-238.
Chan, S. L., Ip, W. H., & Cho, V. (2010). A model for predicting customer value from perspectives of product attractiveness and marketing strategy. Expert Systems with Applications, 37(2), 1207-1215.
Chandar, M., Laha, A., & Krishna, P. (2006, March). Modeling churn behavior of bank customers using predictive data mining techniques. In National conference on soft computing techniques for engineering applications (SCT-2006) (pp. 24-26).
Chakrapani, C. (2004). Statistics in market research. Oxford University Press.
Cheng, C. H., & Chen, Y. S. (2009). Classifying the segmentation of customer value via RFM model and RS theory. Expert systems with applications, 36(3), 4176-4184.
Dawes, J., & Swailes, S. (1999). Retention sans frontieres: issues for financial service retailers. International Journal of Bank Marketing, 17(1), 36-43.
De Ruyter, K., Wetzels, M., & Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), 436-453.
Dehghan, A., & Shahin, A. (2011). Customer loyalty assessment-a case study in MADDIRAN, the distributor of LG electronics in Iran. Business Management and Strategy, 2(1), 2.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior, 8th Eds, The Dryden.
Folkman Curasi, C., & Norman Kennedy, K. (2002). From prisoners to apostles: a typology of repeat buyers and loyal customers in service businesses. Journal of Services Marketing, 16(4), 322-341.
Fornell, C., & Wernerfelt, B. (1988). A model for customer complaint management. Marketing Science, 7(3), 287-298.
Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of marketing, 64(3), 65-87.
Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of marketing, 64(3), 65-87.
Gamboa, A. M., & Gonçalves, H. M. (2014). Customer loyalty through social networks: Lessons from Zara on Facebook. Business Horizons, 57(6), 709-717.
Guillén, M., Nielsen, J. P., Scheike, T. H., & Pérez-Marín, A. M. (2012). Time-varying effects in the analysis of customer loyalty: A case study in insurance. Expert Systems with Applications, 39(3), 3551-3558.
Hartmann, E., & De Grahl, A. (2011). The flexibility of logistics service providers and its impact on customer loyalty: An empirical study. Journal of Supply Chain Management, 47(3), 63-85.
Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (2010). The Value Profit Chain: Treat Employees Like Customers and Customers Like. Simon and Schuster.
Hwang, H., Jung, T., & Suh, E. (2004). An LTV model and customer segmentation based on customer value: a case study on the wireless telecommunication industry. Expert systems with applications, 26(2), 181-188.
Ivanauskiene, N., & Auruskeviciene, V. (2015). Loyalty programs challenges in retail banking industry. Economics and Management, (14), 407-412.
Jonker, J. J., Piersma, N., & Van den Poel, D. (2004). Joint optimization of customer segmentation and marketing policy to maximize long-term profitability. Expert Systems with Applications, 27(2), 159-168.
Keiningham, T. L., Frennea, C. M., Aksoy, L., Buoye, A., & Mittal, V. (2015). A Five-Component Customer Commitment Model Implications for Repurchase Intentions in Goods and Services Industries. Journal of Service Research, 18(4), 433-450.
Khajvand, M., Zolfaghar, K., Ashoori, S., & Alizadeh, S. (2011). Estimating customer lifetime value based on RFM analysis of customer purchase behavior: Case study. Procedia Computer Science, 3, 57-63.
Kotler, P. (2009). Gary Armstrong-Principles of Marketing– Prentice Hall.
Larivière, B., & Van den Poel, D. (2004). Investigating the role of product features in preventing customer churn, by using survival analysis and choice modeling: The case of financial services. Expert Systems with Applications, 27(2), 277-285.
Larson S., Susanna H., (2004); Managing customer loyalty in the automobile industry, Department of Business Administration and Social Sciences.
Lemmink, J., & Mattsson, J. (1998). Warmth during non-productive retail encounters: the hidden side of productivity. International Journal of Research in Marketing, 15(5), 505-517.
Megawati, T., Rofiaty, R., & Hadiwidjojo, D. (2018). Role of Trust and Customer Satisfaction as a Mediation Effect of Human Resource Competence on Customer Loyalty (Study on Commercial Customer BCA Kanwil VII Malang). WACANA, Jurnal Sosial dan Humaniora, 21(1).
Nelson, E. C., Rust, R. T., Zahorik, A., & Rose, R. L. (1992). Do patient perceptions of quality relate to hospital financial performance?. Marketing Health Services, 12(4), 6.
Oliver, R.( 1997).Satisfaction: A Behavioral Perspective on the Consumer. Boston: McGraw-Hill,.
Olson, D. L., & Chae, B. K. (2012). Direct marketing decision support through predictive customer response modeling. Decision Support Systems, 54(1), 443-451.
Pan, Y., Sheng, S., & Xie, F. T. (2012). Antecedents of customer loyalty: An empirical synthesis and reexamination. Journal of Retailing and Consumer Services, 19(1), 150-158.
Picón, A., Castro, I., & Roldán, J. L. (2014). The relationship between satisfaction and loyalty: A mediator analysis. Journal of Business Research, 67(5), 746-751.
Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider-client relationships in context. The Journal of Marketing, 38-56.
Raj G. Javalgi, R., & Moberg, C. R. (1997). Service loyalty: implications for service providers. Journal of services marketing, 11(3), 165-179.
Rather, R., & Sharma, J. (2018). Brand loyalty with hospitality brands: The role of customer brand identification, brand satisfaction and brand commitment.
Reichheld, F. F., & Sasser, J. W. (1990). Zero defections: Quality comes to services. Harvard business review, 68(5), 105-111.
Rizan, M., Warokka, A., & Listyawati, D. (2014). Relationship Marketing and Customer Loyalty: Do Customer Satisfaction and Customer Trust Really Serve as Intervening Variables? Journal of Marketing Research & Case Studies, 2014, 1.
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management decision, 50(2), 253-272.
Sharma, G., & Baoku, L. (2013). Customer satisfaction in Web 2.0 and information technology development. Information technology & people, 26(4), 347-367.
Wu, C., & Chen, H. L. (2000). Counting your customers: Compounding customer’s in-store decisions, interpurchase time and repurchasing behavior. European Journal of Operational Research, 127(1), 109-119.
Wu, J., & Lin, Z. (2005, August). Research on customer segmentation model by clustering. In Proceedings of the 7th international conference on Electronic commerce (pp. 316-318). ACM.
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