Identification, ranking and modeling the most important factors affecting Hi-speed internet subscribers’ loyalty by DEMATEL (case study: Dadeh Gostar AsrNovin Company)

This article aims to verify reliability factors that customers observe from their service providers (DadehGostarAsrNovin Company).The goal is to identify and prioritize the factors that affect hi-speed Internet subscribers‟ loyalty and present appropriate strategies in order to stabilize the old clients and attract new ones. We adopted the library and field study methods for collecting data and measuring instrument has been a questionnaire.To determine the reliability of the questionnaire, Cronbach's alpha coefficient was applied, and kolmogorov-smirnov test (KS) was used to assess normal distribution of the questionnaire. Moreover, the Pearson correlation coefficient calculator was used to determine the rate of indexes correlation. Next step, the DEMATEL technique was used to rank and determine the effects of indexes. The results indicate a significant relationship between customers‟ loyalty and indexes. In order of how much they are related to the loyalty, the indexes are: customer‟s satisfaction, trust and confidence - easy access - service quality -price - quality of performance and efficiency-organization reputation- -realizing the expectations of the clients, recognizing the customers‟ problems. Customer‟s satisfaction, trust and confidence are the most influential parameters; organization reputation and again customer‟s satisfaction have been recognized as the most responsive parameters. Finally after ranking, practical solutions were introduced to improve the organization.

Keywords:

Customer’s loyalty , index , indexes prioritization , DEMATEL technique , influence