Return in Competitive Market by Fuzzy ANP and VIKOR

Customer return is one of the important factors in enterprises profitability and in sequence survival in today’s competitive market. The enterprises try to make their customers loyal since this can improve profitability by long-term commitments and decreasing costs of finding new customers. Increasing customer return leads to increase in sales, reduction of costs, higher price acceptability and face-to-face advertising by the customers without any expenditure. So this research investigated and prioritized the effective factors on customers’ loyalty that seemed very important. Since there are a variety of effective factors influencing customer return, in this paper the most effective ones are identified by Fuzzy and prioritized by Fuzzy VIKOR.