Key effective factors on customer's loyalty in hygienic and health industry using fuzzy Delphi method and Fuzzy DEMATEL

In the modern business environments, manufacturers are facing to growing pressure of customer’s requirements in product customization, quality improvement and responding to demand. To maintain the business in this environment, most of organizations are following development of strategic participation with customers and coordination to them; in a way that creates value for them and makes loyal customers. This research aims to consider the literature related to customer loyalty and to provide key and effective factors of customer’s loyalty in suppliers sector of hygienic and health industry in Iran using a fuzzy Delphi method. This research applies fuzzy DEMATEL method for providing a systematic model of the relationships between criteria. The results showed that the key and effective factors are as bellow: the characteristics and the behavior of vendor to customers, the trust to customers, the price of product, the quality and closeness of relationships to customers, the advantages of joint relations, the previous experience of customer for buying and vendor responsiveness. The characteristics and the behavior of vendor to customers and the quality and closeness of relationships to customers are the most effective and the most impressible factors as well.