Identifying and ranking the most important factors affecting electronic customer loyalty, using fuzzy multi-criteria decision-making methods

This study aimed to identify and rank the most important factors affecting electronic customer loyalty (website quality, level of trust, service quality, and customer satisfaction), using fuzzy multi-criteria decision making methods and using Friedman test, FAHP, and fuzzy FTopsis. Were ranked. The results of all three tests showed that the quality of the website has the first rank and the highest impact factor on electronic customer loyalty. Also, the level of trust has the second rank and the coefficient of impact on electronic customer loyalty. Customer satisfaction has the third rank and impacts factor on electronic customer loyalty and finally, service quality has the fourth rank and impact factor on electronic customer loyalty

Keywords:

The quality of service , the trust , Website quality , Customer satisfaction , Electronic loyalty , Fuzzy multi-criteria decision making