Evaluation on Customer Loyalty of Commercial Banking Industry Based on Analytic Hierarchy Process

Abstract

In this article, an analytic hierarchy process (AHP) approach is described and applied to a fuzzy synthetic evaluation on customer loyalty of commercial banking industries. Results of the AHP show that the customer loyalty coefficient of certain commercial banking enterprise is within the very promising range. In addition, the results also show that repeat purchase intention, referral intention, partiality for enterprises are the three main factors among all the fifteen third indexes which influence customer loyalty, and the factor of perception in service quality is the key factor that should be improved as soon as possible.