Study on customer loyalty evaluation in the age of electronic commerce

The problem of customer retention in EC (Electronic Commerce) environment is studied. After the basic theories of customer retention are summed up, the foundation of customer retention-customer loyalty is analyzed, and the manifestation and decidable factor of customer loyalty in EC environment, this dissertation formulates a strategy that is "enterprise must be loyal to customer", and sets up the synthesis evaluated quota system in terms of customer value for enterprise. Then comprehensive evaluation model is built based on AHP(Analytic hierarchy process), experts decision and fuzzy comprehensive evaluation, the results Can help enterprise to measure customers\´ wills and behaviors in time, and to formulate the marketing strategy.