2026-04-17T03:05:06Zhttps://recercat.cat/oai/request

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

00925njm 22002777a 4500 dc Valenzuela-Fernández, Leslier author Nicolás Alarcón, Carolina author Gil Lafuente, Jaime author Merigó Lindahl, José M. author 2018-12-05T09:46:45Z 2018-12-05T09:46:45Z 2016-09-01 2018-12-05T09:46:46Z 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. Lògica borrosa Fidelització dels clients Economia de mercat Inferència Fuzzy logic Customer loyalty programs Market economy Inference Fuzzy indicators for customer retention