IDENTIFYING AND RANKING OF THE EFFECTIVE FACTORS ON CUSTOMER LOYALTY IN THE WOODEN FURNITURE INDUSTRY BY ANP AND FUZZY DEMATEL APPROACHES IN GUILAN AND ALBORZ PROVINCES

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MEHRI CHARVDEH M.; TAJDINI A.; POURMOUSA SH.

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Journal: Journal of Wood and Forest Science and Technology Year:2016 | Volume:22 | Issue:4 Page(s): 29-54

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Title

IDENTIFYING AND RANKING OF THE EFFECTIVE FACTORS ON CUSTOMER LOYALTY IN THE WOODEN FURNITURE INDUSTRY BY ANP AND FUZZY DEMATEL APPROACHES IN GUILAN AND ALBORZ PROVINCES

Author(s)

MEHRI CHARVDEH M. | TAJDINI A. | POURMOUSA SH. | Issue Writer Certificate

Keywords

RANKINGQ1

CUSTOMER LOYALTYQ2

ANPQ2

FUZZY DEMATELQ2

WOODEN FURNITUREQ3

Abstract

Background and objectives: In the today's competitive world, one of the most important marketing strategies for manufacturing companies is customer-oriented approach, in a way that creates value for them, leading to the formation of loyal customers. CUSTOMER LOYALTY is a multi-criteria decision problem that influences different factors.Materials and Methods: In this paper, the basic and effectiveness factors of CUSTOMER LOYALTY were identified using relevant literature and the specialist's opinions and then by a multi-criteria decision approach combining ANP and FUZZY DEMATEL an integrated process were presented for RANKING the factors affecting CUSTOMER LOYALTY in the industry of WOODEN FURNITURE. In this research, we have used the two questionnaires related to the mentioned methods. The ANP and DEMATEL questionnaire consist five and four paired comparison tables respectively that show the impact of the major factors affecting CUSTOMER LOYALTY on one another.Results: The results indicate that among the main factors, customer satisfaction (0.025), perceived quality of interactive elements service (0.020) and the perceived image of the company (0.016) respectively are more important. In the following factors of customer satisfaction, the most important from the perspective of individual product is the mentioned product price (0.025). The second and third are the products diversity index (0.006) and quality of the product (0.003) respectively. The company's reputation (0.038), credibility and reputation of the brand (0.027), and advertising and promoting (0.019) measures are the most important sub-factors of the perceived image of the company respectively. The most important factors of perceived quality of interactive elements service in terms of respondents were product availability (0.027) and replacement inferior product (0.018). Track customer complaints (0.010), the mentioned sellers desired behavior (0.005) are in the following importance categories.Conclusions: The obtained results can help to companies producing these products in order to increase CUSTOMER LOYALTY, more important factors contributing to the further consideration, such as consumer satisfaction. This means that these have to improve the quality of the relationship with the consumer and adopt appropriate strategies. Therefore, it is suggested to organizations and companies in the supply chain of the industry for keeping maintain in the competition environment pay attention to the results of this research. Also, researchers can investigate the effective factors on the CUSTOMER LOYALTY in other parts of the supply chain, including distributors, dealers, end users in the future studies.

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APA: Copy

MEHRI CHARVDEH, M., TAJDINI, A., & POURMOUSA, SH.. (2016). IDENTIFYING AND RANKING OF THE EFFECTIVE FACTORS ON CUSTOMER LOYALTY IN THE WOODEN FURNITURE INDUSTRY BY ANP AND FUZZY DEMATEL APPROACHES IN GUILAN AND ALBORZ PROVINCES. JOURNAL OF WOOD AND FOREST SCIENCE AND TECHNOLOGY, 22(4), 29-54. SID. https://sid.ir/paper/156921/en

Vancouver: Copy

MEHRI CHARVDEH M., TAJDINI A., POURMOUSA SH.. IDENTIFYING AND RANKING OF THE EFFECTIVE FACTORS ON CUSTOMER LOYALTY IN THE WOODEN FURNITURE INDUSTRY BY ANP AND FUZZY DEMATEL APPROACHES IN GUILAN AND ALBORZ PROVINCES. JOURNAL OF WOOD AND FOREST SCIENCE AND TECHNOLOGY[Internet]. 2016;22(4):29-54. Available from: https://sid.ir/paper/156921/en

IEEE: Copy

M. MEHRI CHARVDEH, A. TAJDINI, and SH. POURMOUSA, “IDENTIFYING AND RANKING OF THE EFFECTIVE FACTORS ON CUSTOMER LOYALTY IN THE WOODEN FURNITURE INDUSTRY BY ANP AND FUZZY DEMATEL APPROACHES IN GUILAN AND ALBORZ PROVINCES,” JOURNAL OF WOOD AND FOREST SCIENCE AND TECHNOLOGY, vol. 22, no. 4, pp. 29–54, 2016, [Online]. Available: https://sid.ir/paper/156921/en

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