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Custumer Loyalty In Services: An Approximation By Means Of Fuzzy Logic

Author

Listed:
  • Setó, Dolors
  • Barberà, M.Glòria

    (Universidad Rovira i Virgili)

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.

Suggested Citation

  • Setó, Dolors & Barberà, M.Glòria, 2003. "Custumer Loyalty In Services: An Approximation By Means Of Fuzzy Logic," Fuzzy Economic Review, International Association for Fuzzy-set Management and Economy (SIGEF), vol. 0(1), pages 25-38, May.
  • Handle: RePEc:fzy:fuzeco:v:viii:y:2003:i:1:p:25-38
    as

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    More about this item

    Keywords

    customer loyalty; customer satisfaction; confidence in service provider; fuzzy logic; dual truth model; OWA operator; fuzzy play operator;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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