Abstract
We developed an approach to diagnosing the complex loyalty of consumer of motor transport services based on the perceptual and behavioral characteristics with application of the theory of fuzzy sets. Diagnosing the of consumer loyalty is the basis of a cyclical process of managing the loyalty of consumers of a motor transport company (MTC) in the field of freight transportation. Formation of loyalty depends on subjective perception by a consumer; therefore, the usual quantitative methods of analysis are not effective under conditions of fuzzy (incomplete) information. Application of the results of the theory of fuzzy sets to the analysis and evaluation of the consumer loyalty makes it possible to obtain fundamentally new models and methods of analysis. The method of data aggregation based on the fuzzy classifier makes it possible to proceed from quantitative and qualitative values of individual indicators of perception and behavior of a consumer to complex indicators of loyalty. We obtained the empirical data used in the present study by questioning consumers. The study is based on actual data on the transportation of goods for each customer of a company. We performed quantitative assessment of integral factors of perceptual (attitudinal), behavioral and complex customer loyalty according to the standard matrix assessment scheme. A three-level classification has been applied with Low level, Middle level, High level subset-terms of Loyalty level linguistic variable to recognize the of these factors. It was found that most consumers have an average and high of loyalty to MTC in the assessment based on results of estimating the of customer loyalty of the motor transport company. The use of fuzzy sets makes it possible to identify the mutual influence of perceptual and behavioral factors on formation of the complex consumer loyalty comprehensively, as well as to simulate different situations depending on the predicted indicators of interaction with a consumer. It is a prerequisite for the development of loyalty of consumers of motor transport services through the development of loyalty programs and individual strategies for interaction.
Highlights
Motor transport companies (MTC) can no longer focus solely on market growth and the continued attraction of new customers under conditions of the increasing competition in the market of transport and logistics services and a limited range of consumers
The presence of a wide range of theoretical and practical problems connected with necessity of simulation of the process of diagnosing the customer loyalty of motor transport companies under conditions of fuzzy information determined the relevance of the study topic
We determine the behavioral loyalty by the behavior of a consumer when making purchase and measure it based on the following indicators: increased purchases, maintaining the achieved level of interaction, a share in the business of a client, regularity of purchases and a level of duration of business relations
Summary
Motor transport companies (MTC) can no longer focus solely on market growth and the continued attraction of new customers under conditions of the increasing competition in the market of transport and logistics services and a limited range of consumers. The process of analytical support and justification of the methodology for estimation of a level of loyalty of consumers of motor transport services faces the need to use diagnostic models based on fuzzy-plural descriptions in motor transport companies. The presence of a wide range of theoretical and practical problems connected with necessity of simulation of the process of diagnosing the customer loyalty of motor transport companies under conditions of fuzzy (incomplete) information determined the relevance of the study topic. The researchers face the task of creation and justification of a model of fuzzy estimation of the loyalty of customers of motor transport services The decision of this task becomes of special significance for MTC, which provide transportation services, since there are numerous risks in their activities in a changing environment. The existing methods of diagnosing the consumer loyalty are applicable in certain industries, but they do not take into account the specifics of motor transport in the field of freight traffic
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