文章基本信息

标题：A study on ranking ethical factors influencing customer loyalty
本地全文：下载
作者：Ebrahim Abedini Abdollah Naami ; Mahmood Modiri
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2013
卷号：3
期号：10
页码：2597-2602
DOI：10.5267/j.msl.2013.09.011
出版社：Growing Science
摘要：Having loyal customer is the primary objective of any business owner since loyal customers purchase on regular basis, create sustainable growth and reduce risk of bankruptcy. During the past few years, many people argue that customer loyalty must be established through ethical values. In this paper, we present an empirical investigation to detect ethical factors influencing customer loyalty. The proposed study determines five criteria including customer repurchase, interest in brand, recommending brand to others, positive attitude toward brand and cognitive loyalty to brand. These criteria have been ranked using fuzzy analytical network process. The study determines 14 different ethical values, which may play essential role on customer loyalty and using VIKOR, different ethical values are ranked. The study indicates that welcoming customers is the most important factor followed by cheerfulness, on time delivery, being informative and having appropriate standards.
关键词：Customer loyalty; VIKOR; ANP; Ethical values