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Evaluation of the Effective Factors on Customers' Satisfaction Using INDSAT Model; Case Study: Household Appliances' Customers of Mobarakeh Steel Company

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Author(s): Ali Kazemi | Ali Belenj | Hussain Rezaei Dolatabadi

Journal: International Journal of Academic Research in Business and Social Sciences
ISSN 2222-6990

Volume: 02;
Issue: 12;
Start page: 150;
Date: 2012;
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Keywords: Customers' Satisfaction | Industrial Marketing | Organizational Customer | market segmentation

ABSTRACT
Customers and consumers are always looking for suppliers who offer better products or services to their clients. Lots of documents show that in today's competitive world, exploring and meeting customers' needs and and requirements before other competitors, is the essential condition for companies to be successful. vices provided by organizations is the assessment of customer satisfaction. this study deals with identification and investigation of factors affecting industrial customer's satisfaction at Mobarake Steel Company of Esfahan. Statistical population included 125 company of the Household Appliances' Customers of Mobarakeh Steel Company. Field methods and questionnaire were used to gather essential information. In this study, 161 questionnaires were randomly distributed to Customers. Eventually 117 questionnaires were returned. SPSS and Amos were used to analyze data descriptively, assess the credibility of the model and test hypotheses. Results indicated that all satisfaction factors (product- sales people- product-related information- order handling- technical services- interaction with supplier's internal staff- complaint handling) as the aspects of have positive effects on overall customer satisfaction. Also, all of these factors are not of the same preference to the customers; sales staff and product satisfactions the scored highest and complaint handling the lowest.

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