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International Conference on Modeling and Simulation in Engineering, Economics and Management

MS 2012: Modeling and Simulation in Engineering, Economics and Management pp 44–53Cite as

Decision Making of Customer Loyalty Programs to Maintain Consumer Constancy

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 115))

Abstract

Companies realized the importance of well-managing their relationships with their customers. Customer relationship management (CRM) allows companies to manage their marketing strategies and deliver specific services to clients with different values. Customers with higher values may deserve better service while less service should be delivered to customers with lower value for the company. In this article our objective to provide companies a model that facilitates to decide what kind of customer loyalty programs they should apply to what kind of clients. In order to do that we present a fuzzy based Hungarian method that allow assigning different loyalty programs to customers with different values for the companies.

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Author information

Authors and Affiliations

  1. Department of Economics and Business Organization, University of Barcelona, Barcelona, Spain

    Aras Keropyan & Anna M. Gil-Lafuente

Authors
  1. Aras Keropyan
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  2. Anna M. Gil-Lafuente
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Editor information

Editors and Affiliations

  1. Hagan School of Business, Iona College, New Rochelle, NY, USA

    Kurt J. Engemann

  2. Department of Business Administration, University of Barcelona, Barcelona, Spain

    Anna M. Gil-Lafuente  & José M. Merigó  & 

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© 2012 Springer-Verlag Berlin Heidelberg

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Keropyan, A., Gil-Lafuente, A.M. (2012). Decision Making of Customer Loyalty Programs to Maintain Consumer Constancy. In: Engemann, K.J., Gil-Lafuente, A.M., Merigó, J.M. (eds) Modeling and Simulation in Engineering, Economics and Management. MS 2012. Lecture Notes in Business Information Processing, vol 115. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-30433-0_6

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  • DOI: https://doi.org/10.1007/978-3-642-30433-0_6

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-30432-3

  • Online ISBN: 978-3-642-30433-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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