Prioritizing Factors Influencing the Formation of E-Loyalty in Users of the Tehran Stock Exchange

Abstract

Developing the e-services has directed organizations to aspire to achieve more market share in the competitive market. Consequently, they must present their services in such a system that customers return to the website and apply the e-services of that organization. This matter has become a serious challenge in this field and has generated a notion such as e-loyalty that various factors affect it. This study aims to prioritize the factors influencing the creation of e-loyalty in users of the Tehran Stock Exchange employing the FAHP technique. The research is conducted in a descriptive-survey method and is applied research in terms of objective. Field and library methods have been used to collect the information required for the research, and the data is collected utilizing a questionnaire. This study's statistical population, considering that the fuzzy FAHP technique has been used in this study, is 19 experts (users) of the Tehran Stock Exchange. A pairwise comparisons Questionnaire has been utilized to collect data. The obtained incompatibility rate is less than 0.10 and is satisfactory to determine the reliability. The result of prioritizing the main criteria of the effective indices of the factors influencing the creation of e-loyalty in users of Tehran Stock Exchange utilizing the FAHP technique indicated that the quality of the system ranks first; reliability ranks second; assurance ranks third; answerability ranks fourth; Information quality ranks fifth; being tangible ranks sixth and compassion ranks seventh.