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http://hdl.handle.net/2445/126737| 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 Inferència Fuzzy logic Customer loyalty programs Market economy Inference |
| 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: https://doi.org/10.1177/1847979016670526 |
| It is part of: | International Journal of Engineering Business Management, 2016, vol. 8, p. 1-8 |
| URI: | http://hdl.handle.net/2445/126737 |
| Related resource: | https://doi.org/10.1177/1847979016670526 |
| ISSN: | 1847-9790 |
| Appears in Collections: | Articles publicats en revistes (Empresa) |
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|---|---|---|---|---|
| 678732.pdf | 365.59 kB | Adobe PDF | View/Open |
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