Identifying and prioritizing strategies to improve customer loyalty using the FDAHP method

Customer loyalty represents a deep, internal commitment that drives repeat purchasing or continued use of a specific product or service. However, situational factors and marketing offers can influence and alter customer behavior. This study aims to identify and prioritize effective strategies to enhance customer loyalty. The statistical population includes supervisory staff, branch managers, deputy branch managers, and customers of Bank Mellat in Isfahan. Initially, data were collected using the fuzzy Delphi method (FDM) to develop customer loyalty enhancement strategies based on expert opinions. Subsequently, the fuzzy Analytical Hierarchy Process (FAHP) was employed to prioritize these strategies. The criteria that affect customer loyalty include commitment, quality, trust, satisfaction, and brand equity. The results also indicate the following hierarchy of strategies: ۱) Providing high-quality and flexible banking services, ۲) Building trust and establishing transparent communication with customers, ۳) Facilitating access to banking facilities, ۴) Enhancing employee commitment, ۵) Diversifying services based on customer segments, ۶) Segregating customers in service delivery, and ۷) Offering a variety of deposit options.

Keywords:

Customer Loyalty , Service Loyalty , FDM , FAHP