Fuzzy Logic Analysis for Key Factors for Customer Loyalty in E-Shopping Environment

Area of Science:

• Business Administration
• Information Systems
• Fuzzy Logic

Background:

• Customer loyalty assessment often lacks crisp values due to subjective and qualitative factors, leading to uncertainty in e-commerce.
• Evaluating online store performance is complex, frequently involving uncertain conditions in strategy and production control.

Purpose of the Study:

• To construct a conceptual model using fuzzy logic to understand consumer decision-making in the e-service context.
• To analyze the impact of system quality, information quality, and service quality on customer loyalty in online shopping.

Main Methods:

• Leveraging fuzzy logic approach to model consumer decision-making processes.
• Developing a conceptual model to assess the relationships between key quality dimensions and customer loyalty.

Main Results:

• Fuzzy logic effectively addresses the ambiguity and uncertainty inherent in loyalty assessment.
• Identified significant relationships between system quality, information quality, service quality, and customer loyalty.

Conclusions:

• The fuzzy logic approach provides a robust framework for evaluating customer loyalty in e-commerce.
• Findings offer insights for service providers to enhance online store strategies and for researchers to explore further.