Evaluation of Customer Loyalty Using the Fuzzy Multi-Criteria Decision-Making Model

Žaneta Kavaliauskienė; Erika Jonuškienė; Željko Stevic; Boris Novarlić

doi:10.31181/dma412026159

Authors

Žaneta Kavaliauskienė Šiauliai State Higher Education Institution, Faculty of Business and Technologies, Department of Business and Accounting, Lithuania https://orcid.org/0009-0005-5737-5289
Erika Jonuškienė Šiauliai State Higher Education Institution, Faculty of Business and Technologies, Department of Business and Accounting, Lithuania https://orcid.org/0009-0005-9578-610X
Željko Stevic 1) University of East Sarajevo, Faculty of Transport and Traffic Engineering; 2) Korea University, Department of Industrial Management Engineering, South Korea https://orcid.org/0000-0003-4452-5768
Boris Novarlić University of Banja Luka, Faculty of Economics, Bosnia and Herzegovina https://orcid.org/0009-0001-5746-0388

DOI:

https://doi.org/10.31181/dma412026159

Keywords:

IMF SWARA, Fuzzy MARCOS, Oriental perfumes, Designer perfumes, Loyalty, Marketing

Abstract

Customer loyalty is a crucial aspect for maintaining competitiveness in a turbulent market that is exposed to the influence of intense changes on a daily basis. In order for companies to retain loyal customers and potentially attract new ones, it is necessary to monitor their own performance and maintain daily communication with their customers. The aim of this paper is to determine the level of customer loyalty across six age groups for two types of perfumes: oriental and designer. Through performed questionnaire with experts in the field and a review of relevant literature, nine criteria were defined based on which customer loyalty was evaluated. IMF SWARA (Improved Fuzzy Stepwise Weight Assessment Ratio Analysis) integrated with the Fuzzy Bonferroni operator was used to determine the weighting coefficients of the criteria. The Fuzzy MARCOS (Measurement Alternatives and Ranking according to Compromise Solution) method, due to its methodological framework and expert preferences, was used to determine the level of loyalty of age groups for both types of perfumes. The results show that the youngest category (aged 15-25) is the most loyal to oriental perfumes, while the group aged 26-35 demonstrates the highest loyalty to designer perfumes. The findings were tested through several additional analyses, like sensitivity analysis, comparative analysis, and correlation tests, which confirmed the obtained results.

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