Abstract:
In modern business environments, manufacturers are facing increasing pressure from customer requirements for product personalization, quality improvement, and responsiveness to demand. To maintain business in these pressures, most organizations are seeking to develop strategic partnerships with customers and collaborate with them; So that it creates value for them and this leads to the formation of loyal customers. This research aims to identify key and effective indicators of customer loyalty in the supply sector of the Iranian health and cellulose industry by reviewing the literature related to customer loyalty using the fuzzy Delphi method, and to provide a systematic model for modeling and influencing indicators using the fuzzy DEMATEL technique. The results of the research indicate that the key indicators affecting customer loyalty include: the characteristics and behavior of the seller with the customer, honesty with the customer, the price of goods, quality and closeness of relationships with the customer, the benefits of joint relationships, the customer's past purchase experience, and the seller's responsibility. The characteristics and behavior of the seller with the customer are the most influential and the quality and closeness of relationships with the customer are the most affected indicators.
Machine summary:
Considering this issue and the lack of comprehensive studies in the field of determining effective indicators of customer loyalty in the supplying sector of Iran's health and hygiene industry with signs of increasing competition and uncertainty in the environment affected by the entry of foreign goods, based on existing literature in previous studies, this research aims to, by examining the literature on customer loyalty using the fuzzy Delphi method, select the essential indicators of customer loyalty and use the fuzzy decision-making and evaluation laboratory (Dematel) method, as one of the appropriate decision-making models that also deals with systematic relationships between variables, to investigate and model the relationships between the essential indicators of customer loyalty in Iran's health and hygiene industry.
Many researchers, including Dick and Basu 2 (1994), believe that creating loyalty is the main goal of all marketing activities of companies and production and service organizations.
Identifying factors affecting customer loyalty based on the model of responsive organizations, Journal of Business Research, (52), 187-210.
The influence of product and relationship quality on customer commitment and loyalty in B2B manufacturing relationships, Industrial Marketing Management, 39, 1321-1333.
The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry, International Journal of Hospitality Management, 29 (3), 405-412.
Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China, International Journal of Information Management, 30 (4), 289-300.
The effects of relationship quality and switching barriers on customer loyalty, International Journal of Information Management, 31, 71-79.
(
, 
, 
)
