Prioritizing Factors Affecting Customer Loyalty in the Digital Banking Services Industry Using the Fuzzy SWARA Method

Today, the development of digital technologies has brought about widespread transformation in the banking industry. Digital banking has changed the way customers interact with banks by providing fast, easy, and remote services. Under these conditions, customer loyalty has become one of the most important factors for banks' success and competitive advantage. The main objective of the present study is to identify and prioritize the factors affecting customer loyalty in the digital banking services industry using the Fuzzy SWARA method. This research is applied in terms of purpose and descriptive-analytical in nature. The statistical population includes bank managers, digital banking specialists, and university professors who were selected through purposive sampling. In the first stage, the factors affecting customer loyalty were extracted through a systematic review of the research literature. The final indicators were then screened using expert opinions. Subsequently, the Fuzzy SWARA method was used to prioritize the factors. The results showed that electronic trust, electronic service quality, and information security are the most important factors affecting customer loyalty in digital banking. Customer satisfaction, user experience, and ease of use also have a significant effect on customer retention. The results of this research can help bank managers develop effective strategies to increase customer loyalty and develop digital services.

کلیدواژه ها:

Customer loyalty ، digital banking ، electronic trust ، electronic service quality ، Fuzzy SWARA