A new model to rate the level of customers' loyalty using mixed ANP and TOPSIS approach (Case study: grocery stores in the Ahvaz city)

Considering the importance of customers' loyalty and the existing competitive environment, it is necessary to assess the factors affecting customer loyalty to find out the levels of effectiveness of different factors on customer' loyalty and the performance of different stores in this field. Therefore, in this research, a model is provided to rate the customer loyalty levels of grocery stores in the Ahvaz city with ANP and TOPSIS mixed approach. Different stages of the presented model include designing the conceptual model of the effective factors on loyalty of the customers of grocery stores, measuring the weights of the factors using ANP and rating the performances of the stores using TOPSIS. The results show that pricing is the most important factor when it comes to customer loyalty and after that quality of the goods, quality of the services, variety and innovation and technology are the most important factors in customer loyalty, respectively. Also the best performance by a grocery store is determined.