Customer loyalty program based on quality function deployment with fuzzy linguistic preference relation
Publish place: Iranian Journal of Fuzzy Systems، Vol: 17، Issue: 1
Publish Year: 1399
نوع سند: مقاله ژورنالی
زبان: English
View: 155
This Paper With 16 Page And PDF Format Ready To Download
- Certificate
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_IJFS-17-1_009
تاریخ نمایه سازی: 30 خرداد 1400
Abstract:
The competition among shopping malls is getting increasingly more intense.In order to enhance corporate competitiveness and profitability, how toretain key loyal customers has become an important issue for the managers ofshopping malls. Customer loyalty programs are a universal practice. Thisstudy proposes an analytical model for developing the strategic managementof customer loyalty programs. Based on quality function deployment, ourmodel constructs a fuzzy relational matrix to integrate the customerbenefits and the customer loyalty programs. The results contribute to abetter understanding of the different importance of customer benefits withrespect to ``Utilitarian benefits'', ``Hedonic benefits'' and ``Symbolicbenefits''. The study's findings provide prioritized customer loyaltyprograms, including ``Newest information transmissions,'' ``Communicationservice specialists,'' ``Exclusive free gift promotions,'' and ``VIP loungeservice,'' which can be used to determine the directions for the improvementof shopping malls. The study has implications for the theory andpractitioners. First, it allows the integration of customer benefits incustomer loyalty programs and the consideration of VIP customers inthe programs. Second, the requirement evaluation considering fuzzylinguistic preferences allows for prioritizing the customer loyalty programswhen dealing with uncertainty and vagueness. Finally, this approach helps toobtain more realistic results by integrating fuzzy decision-making into QFD.
Keywords:
Authors
T. H. Hsu
Department of Marketing and Distribution Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan.
L. Z. Lin
Department of Marketing Management, Shih Chien University Kaohsiung Campus, Taiwan
S. Y. Chiu
Department of Marketing and Distribution Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan.