Fuzzy Logic Evaluation of Customer Loyalty in Local, Community, and International Cafes in Hong Kong

It is a company’s paramount goal to achieve customer loyalty and expand its business.
The effectiveness of these business strategies is relative to customer loyalty which is
often pursued through a binary approach. This paper primarily focuses on a non-binary
approach using Mamdani Fuzzy logic to measure customer loyalty and compares the
outcomes with a binary approach. Also, the customer loyalty factors, including repeat
patronage and relative attitude, are explored. Further, a comparison of loyalty towards
various cafe categories in Hong Kong is presented. Customer Loyalty Matrix has been
used to classify the above cafes based on the loyalty factors. A sociological study has
been conducted where responses recorded from an online questionnaire are used to
measure the above loyalty factors. With the help of the questionnaire and parameter
touchpoints, the authors hope that companies will employ the dynamic loyalty factors
in practice to improve value creation and differentiation strategies.