Modeling the key attributes for improving customer repurchase rates through mobile advertisements using a Fuzzy mixed approach

Purpose Due to the high use of mobile devices, the market share of mobile advertisements (Ads) is significantly growing. Although mobile Ads can contact potential customers at any time and in any location depending on their unique demands, one of the biggest problems for advertisers is how to improve customer repurchases with their Ads. The development and empirical support of customer repurchase through mobile Ads context have not been addressed. Therefore, the purpose of this paper is to define and identify the key attributes of customer repurchase in a mobile Ads context. Design/methodology/approach In this research, the set of attributes was derived from a systematic literature review and finalized by applying the Fuzzy Delphi method. To develop a hierarchical model and classify the cause/effect groups among identified key attributes, the Fuzzy mixed approach uses a combination of Fuzzy interpretive structural modeling-decision-making trial and evaluation laboratory. Findings The findings suggest that language, type of website and social media are classified to as essential attributes for improving customer repurchase through mobile Ads. Research limitations/implications The focus of the current research is limited to identify and develop the hierarchical interrelationships between customer repurchase attributes that are unique to the mobile Ads business context. Additional research may be conducted for various media contexts and other products/services categories. Originality/value This study illustrated how multicriteria decision-making techniques could be used effectively using Fuzzy theory to explore the research area of customer repurchase in mobile Ads concept.