CUSTUMER LOYALTY IN SERVICES: AN APPROXIMATION BY MEANS OF FUZZY LOGIC

Due to the slow growth and strong concurrence that present many markets, firms set loyalty creation as their strategic goal. Despite the importance of loyalty, there are scarce academic contributions on this issue. Therefore, the aim of this paper is to analyze the key factors that lead customers to become loyal to their service supplier, using a methodology based on fuzzy logic.

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Year of publication:	2003
Authors:	Setó, Dolors ; Barberà, M. Glòria
Published in:	Fuzzy Economic Review. - International Association for Fuzzy-Set Management and Economy - SIGEF, ISSN 1136-0593. - Vol. VIII.2003, 1, p. 25-38
Publisher:	International Association for Fuzzy-Set Management and Economy - SIGEF
Subject:	customer loyalty \| customer satisfaction \| confidence in service provider \| fuzzy logic \| dual truth model \| OWA operator \| fuzzy play operator

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Type of publication:	Article
Classification:	M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005000579