چکیده مقاله
Customer loyalty represents a deep, internal commitment that drives repeat purchasing or continued use of a specific product or service However, situational factors and marketing offers can influence and alter customer behavior This study aims to identify and prioritize effective strategies to enhance customer loyalty The statistical population includes supervisory staff, branch managers, deputy branch managers, and customers of Bank Mellat in Isfahan Initially, data were collected using the fuzzy Delphi method FDM to develop customer loyalty enhancement strategies based on expert opinions Subsequently, the fuzzy Analytical Hierarchy Process FAHP was employed to prioritize these strategies The criteria that affect customer loyalty include commitment, quality, trust, satisfaction, and brand equity The results also indicate the following hierarchy of strategies: ۱ Providing high quality and flexible banking services, ۲ Building trust and establishing transparent communication with customers, ۳ Facilitating access to banking facilities, ۴ Enhancing employee commitment, ۵ Diversifying services based on customer segments, ۶ Segregating customers in service delivery, and ۷ Offering a variety of deposit options
کلیدواژهها
نویسندگان
Mohammad Hossein Khasmafkan-Nezam
Assistant Professor, Department of Management, Shiraz University, Shiraz, Fars, Iran
Mahdi Towhidi
BSc student in Industrial Administration, Department of Management, Shiraz University, Shiraz, Fars, Iran
رزومه علمی کاربران
درباره سیویلیکاتبلیغات در سیویلیکاآمار علمی ایرانتقویم علمی ایرانداده کاوی مقالاتطرح های پژوهشی
شیوه ارجاع
در صورتی که می خواهید در اثر پژوهشی خود به این مقاله ارجاع دهید، به سادگی می توانید از عبارت زیر در بخش منابع و مراجع استفاده نمایید: Khasmafkan-Nezam، Mohammad Hossein و Towhidi، Mahdi،1404،Identifying and prioritizing strategies to improve customer loyalty using the FDAHP method،یازدهمین کنفرانس بین المللی و دوازدهمین کنفرانس ملی یافته های نوین در مدیریت، روان شناسی و حسابداری،تهران،https://civilica.com/doc/2595246
ارائهشده در
مجموعه مقالات یازدهمین کنفرانس بین المللی و دوازدهمین کنفرانس ملی یافته های نوین در مدیریت، روان شناسی و حسابداری30 بهمن 1404 · تهران