Evaluation on customer loyalty of mobile communication enterprise based on analytic hierarchy process

Customer loyalty evaluation can help enterprises retain customers by designing and adjusting the marketing strategy according to the customer loyalty levels. An analytic hierarchy process (AHP) approach is described and applied to an evaluation of customer loyalty of mobile communication enterprises. Based on the comprehensive analysis of the customer behavior, an evaluation model was designed to assess the relative importance of factors from an AHP perspective. Following consistency validation, the relative importance of each factor was calculated and a fuzzy score was assigned. The fuzzy score was then combined with importance order to obtain the customer loyalty coefficient. Subsequently, the key factors affecting the customer loyalty were identified by the analysis of contributing factors' weights and scores, and some suggestions were put forward to promote customer loyalty.