A New Approach to the Assessment of Customer Loyalty

摘要：

In the context of customer relationship management, a new approach is proposed to assess customer loyalty. In the approach, the qualitative measurement of customers overall loyalties against assessment criteria is conducted based on the simple additive weighting method. By maximizing the customers overall loyalties, weights of the assessment criteria can be determined. Therefore, the criteria(with the biggest weight values) that are of the most importance for the customers overall loyalty can be found out. Thus, the approach gives a guidance to improve customers loyalties in the customer relationship management process.

关键词： Customer relationship management Customer loyalty Assessment Weights

作者: ZHANG Quan MENG Jun YU Xiaobing

作者单位: School of Information Engineering Shen Yang University of Technology ShenYang, 110023, China Department of Economy ShenYang TV University ShenYang, 110003, China Shen Yang Institute of Measurement and Testing ShenYang, 110023, China

会议类型: 国际会议

会议名称: 第一届国际计算机新科技与教育学术会议(Proceedings of the First International Conference on Computer Science & Education ICCSE2006)

会议地点: 厦门

会议语种:英文

页码: 57-59

在线出版日期: 2006-07-27（万方平台首次上网日期，不代表论文的发表时间）