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Customer loyalty in services: an approximation by means of fuzzy logic

Dolors Setó, M.Glòria Barberà. Universidad Rovira i Virgili


Due to the slow growth and strong concurrence that present many markets, firms set loyalty creation as their strategic goal. Despite the importance of loyalty, there are scarce academic contributions on this issue. Therefore, the aim of this paper is to analyze the key factors that lead customers to become loyal to their service supplier, using a methodology based on fuzzy logic.


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