Identifying and ranking of the effective factors on customer loyalty in the wooden furniture industry by ANP and fuzzy DEMATEL approaches in Guilan and Alborz Provinces

In the today's competitive world, one of the most important marketing strategies for manufacturing companies is customer-oriented approach, in a way that creates value for them, leading to the formation of loyal customers. Customer loyalty is a multi-criteria decision problem that influences different factors. In this paper, the basic and effectiveness factors of customer loyalty were identified using relevant literature, the specialist's opinions and by a multi-criteria decision approach combining ANP and fuzzy DEMATEL an integrated process were presented for ranking the factors affecting customer loyalty in the industry of wooden furniture. The results indicate that among the main factors, customer satisfaction (0.025), perceived quality of interactive elements service (0.020) and the perceived image of the company (0.016) respectively are more important. In the following factors of customer satisfaction, the most important from the perspective of individual product is the mentioned product price (0.025).The second and third are the products diversity index (0.006) and quality of the product (0.003) respectively. The company's reputation (0.038), credibility and reputation of the brand (0.027), and advertising and promoting(0.019) measures are the most important sub-index of the perceived image of the company respectively. The most important factors of perceived quality of interactive elements service in terms of respondents were product availability (0.027) and replacement inferior product (0.018).Track customer complaints (0.010), the mentioned sellers desired behavior (0.005) are in the following importance categories.