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Smart Event Tree Modeling and Genetic Algorithm to Optimize Customer Loyalty to brand

Author Affiliations

  • 1 Department of Management, Islamic Azad University, Tehran South Branch, Tehran, IRAN

Res. J. Recent Sci., Volume 4, Issue (11), Pages 17-25, November,2 (2015)


The purpose of this research is to find a model for optimizing customer loyalty to brand and evaluate the organization's position from the customers’ point of view and to find the optimum combination for investing in the improving of brand strength for the customers. The modeling is carried out while considering factors regarding the reliability, replacement and retention of the customers. In fact, the main concern of this research has been to combine the analysis of event tree and genetic algorithm in order to achieve an integrated model to reach the above-mentioned objective. The best combination is identified through those factors which affect the value structure of a given brand. The genetic algorithm is employed as well to adjust these parameters and reach the best combination. The model achieved in this paper can provide an optimized design considering the factors mentioned earlier.


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