| Article ID: | iaor20062624 |
| Country: | Spain |
| Volume: | 8 |
| Issue: | 1 |
| Start Page Number: | 25 |
| End Page Number: | 38 |
| Publication Date: | May 2003 |
| Journal: | Fuzzy Economic Review |
| Authors: | Set Dolors, Barber M. Glria, Andrs Jorge de |
| Keywords: | fuzzy sets, economics, behaviour |
Due to the slow growth and strong concurrence that present many markets, firms set loyalty creation as their strategic goal. Despite the importance of loyalty, there are scarce academic contributions on this issue. Therefore, the aim of this paper is to analyze the key factors that lead customers to become loyal to their service supplier, using a methodology based on fuzzy logic.