Fuzzy synthetic evaluation on customer loyalty based on analytic hierarchy process

Abstract

Customer loyalty evaluation is the prerequisite for business enterprises to succeed in implementing the customer retention strategy. In this paper, an analytic hierarchy process (AHP) approach is described and applied to a fuzzy synthetic evaluation on customer loyalty for mobile communication enterprises. Results of the AHP show that customer loyalty coefficient of the mobile communication enterprise concerned in this paper is almost within the "very promising" range. In addition, customer's repeat purchase intention, referral intention, trust in enterprise and partiality to the enterprise are the four main factors, and the price sensitivity is the key factor among all the fourteen third indexes which influence customer loyalty. Subsequently, some suggestions were put forward to promote customer loyalty.