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

Dolors Setó and M.Glòria Barberà
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M.Glòria Barberà: Universidad Rovira i Virgili

Fuzzy Economic Review, 2003, vol. VIII, issue 1, 25-38

Abstract: 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.

Keywords: customer loyalty; customer satisfaction; confidence in service provider; fuzzy logic; dual truth model; OWA operator; fuzzy play operator (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:fzy:fuzeco:v:viii:y:2003:i:1:p:25-38

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