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.
Highlights
Key performance indicators (KPI) help senior managers measure the performance of their organization with an integrated global vision on a balanced scorecard (BSC).[1]
The recent linguistic labels contribution is allowing hurting the essence of some explanations or comments turning it into numeric values ‘‘classic.’’ This method of treatment for these values will reflect mathematically the reasoning of clients by factors of rational type and emotional influences
The results indicate that the proposed model is confirmed, showing that the variables, market orientation (MO), customer orientation (CO), degree of customer lifetime value (CLV) orientation that the sales force, innovation capability, CLV, and quality of service positively influence retention and loyalty of the portfolio (RLP)
Summary
Key performance indicators (KPI) help senior managers measure the performance of their organization with an integrated global vision on a balanced scorecard (BSC).[1]. A number of studies suggest that market orientation (MO) and customer value aid companies to achieve sustainable sales growth over time.[3] This could possibly be attributed to the sales force, in which in this case, is capable of meeting the needs of customers[4] establishing a long-term relationship. In this respect, specifying that the elements pertain in certain degree to a set Following this idea, the main contribution of this theory is that it allows the study of ambiguity, expressing the most logical relations related to human expression, ‘‘natural language,’’ Calabrece et al.[19] When referring to fuzzy logic, it must be understood that the concept is basically subjacent, a linguistic variable, and it is a variable of which its values are words and not numbers.[20].
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