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Fuzzy indicators on customer  retention

ISI: Fuzzy indicators on customer retention

CAROLINA NICOLAS A., JOSÉ MERIGÓ., JAIME GIL L., LESLIER VALENZUELA F.

2017 - Forthcoming - International Journal of Engineering Business Management - Vol. 8, Pp 1 - 8

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

Keywords

Fuzzy set, Mamdani’s fuzzy inference method, customers retaining profitable

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