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Title: Fuzzy indicators for customer retention
Author: Valenzuela-Fernández, Leslier
Nicolás Alarcón, Carolina
Gil Lafuente, Jaime
Merigó Lindahl, José M.
Keywords: Lògica borrosa
Fidelització dels clients
Economia de mercat
Fuzzy logic
Customer loyalty programs
Market economy
Issue Date: 1-Sep-2016
Publisher: SAGE Publications
Abstract: It is widely known that market orientation (MO) and customer value help companies achieve sustainable sales growth over time. Nevertheless, one cannot ignore the existence of a gap on how to measure this relationship. Following this idea, this study proposes six fuzzy key performance indicators that aims to measure customer retention and loyalty of the portfolio. The work uses 300 sales executives. This exploratory study concludes that indicators such as MO, customer orientation (CO), degree of CO value of sales force, innovation capability, lifetime value, and customer service quality positively influence customer retention and loyalty portfolio.
Note: Reproducció del document publicat a:
It is part of: International Journal of Engineering Business Management, 2016, vol. 8, p. 1-8
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ISSN: 1847-9790
Appears in Collections:Articles publicats en revistes (Empresa)

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