بررسي عوامل موثر بر حفظ و تقويت وفاداري مشتريان

Monitoring and Increasing Customers Loyalty: Identifying most Effective Factors

Marketing research as one of the most important tools in forming executive decisions h as become a dominant subject in todayʹs companies. So that in many companies with the modem marketing approach, decision-making for most of critical subjects is based on marketing research results. One of the key issues in design and implementation of a marketing research is familiarity with fundamentals, rules and specific techniques needed in these researches. So, the main goal of this research is, to perform a marketing research in order to identify the most effective factors in customersʹ loyalty. To do that, first we studied some existing models in customersʹ loyalty, Analyzing and categorizing t heir strengths and weaknesses. Then we considered the most proper model - a s theoretical bases for the research. Next we applied the elicited factors of the model on our statistical pilot. Finally we r anked the factors b ased on t heir i mportance in customersʹ point of view.