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oai:recercat.cat:2445/1267372025-12-05T10:42:37Zcom_2072_1057col_2072_478811col_2072_478917

urn:hdl:2445/126737 Fuzzy indicators for customer retention Valenzuela-Fernández, Leslier Nicolás Alarcón, Carolina Gil Lafuente, Jaime Merigó Lindahl, José M. Lògica borrosa Fidelització dels clients Economia de mercat Inferència Fuzzy logic Customer loyalty programs Market economy Inference It is widely known that market orientation (MO) and customer value help companies achieve sustainable sales growth over time. Nevertheless, one cannot ignore the existence of a gap on how to measure this relationship. Following this idea, this study proposes six fuzzy key performance indicators that aims to measure customer retention and loyalty of the portfolio. The work uses 300 sales executives. This exploratory study concludes that indicators such as MO, customer orientation (CO), degree of CO value of sales force, innovation capability, lifetime value, and customer service quality positively influence customer retention and loyalty portfolio. 2018-12-05T09:46:45Z 2018-12-05T09:46:45Z 2016-09-01 2018-12-05T09:46:46Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Reproducció del document publicat a: https://doi.org/10.1177/1847979016670526 International Journal of Engineering Business Management, 2016, vol. 8, p. 1-8 https://doi.org/10.1177/1847979016670526 cc-by (c) Valenzuela-Fernández, Leslier et al., 2016 http://creativecommons.org/licenses/by/3.0/es info:eu-repo/semantics/openAccess SAGE Publications Articles publicats en revistes (Empresa)