Prioritization of Factors affecting Online Customers' Loyalty in E-commerce Using Topsis and Numerical Taxonomy Methods

According to the conducted researches, cost of attracting new customers is far more than the cost necessary to maintain customer loyalty. Therefore, maintaining customer loyalty is very important in various businesses. The aim of this study was identify and prioritization of factors affecting the formation process of electronic consumer's loyalty. This study was applied and descriptive-survey in terms of purpose and research method, respectively. T-test and Pearson's correlation test were used for hypotheses testing and correlation of each factor with main indicator. Topsis and numerical Taxonomy methods were used to prioritize the factors identified in customer loyalty. Findings of the study showed that there is a significant relationship between identified factors and the main indicator of the study. Moreover, in both methods from customer perspective, quality of provided service and the value of services received by customers were of higher importance and priority than other identified factors. such as the ability to customize product or customer's image of brand or product trademark.