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Introducing the Most Important Factors for Customer Loyalty Measurement: A Review Study

Publish Year: 1397
Type: Conference paper
Language: English
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Document National Code:

CITCOMP03_135

Index date: 21 May 2019

Introducing the Most Important Factors for Customer Loyalty Measurement: A Review Study abstract

Organizations that are looking for a successful business in the current market should consider the issue of customer loyalty and its measurement. Today, researchers in the field of customer relationship management use different factors to measure loyalties of different types and several questionnaires have been designed. A key question for a business is to decide which factors should be employed for loyalty measurement and how the good questionnaires can be designed. Despite the many scientific actions that have been taken to measure loyalty by researchers, there has not yet been a comprehensive review to integrate customer loyalty measures. So, the present study aims to collect and review the research done in the field of loyalty measurement to introduce the most important factors for measuring customer loyalty. According to a survey, most of the researchers focused on loyalty at both levels of attitude and behavior in their proposed measurement factors. So in this paper the standardized factors to measure both types of loyalty are presented. With the application of the presented factors, marketers, researchers, business managers and other CRM related people enable to measure their customer loyalty more effectively.

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Introducing the Most Important Factors for Customer Loyalty Measurement: A Review Study authors

Reza JafarZadeh

Department of Information Technology, Aghigh Institute of Higher Education, Iran

Fakhroddin Noorbehbahani

Department of Computer Engineering, University of Khansar, Khansar, Iran

Fereshteh Salehi

Faculty of Graduate Studies, Safahan Institute of Higher Education, Isfahan, Iran