Investigating the Factors Affecting Customer Satisfaction of Iranian Mobile Operators through Combined Simulation of System Dynamics - Discrete Event

Abstract

Objective: Today, competition is the first and last word in different markets, and among these, more successful businesses are those that pay double attention to the issue of satisfying their customers and their loyalty. The main purpose of this article is to investigate as much as possible the various factors affecting the level of satisfaction or dissatisfaction of mobile market customers at the micro and macro levels and their impact on each other.Methods: In this article, Hamrahe Avval and Irancell are considered as the two main competitors of the mobile phone market in Iran and the factors affecting the operational and strategic levels of the market of these two competitors are considered. The discrete event approach at the operational level and the system dynamics approach at the strategic level and the simultaneous use of these two methods have been used to provide a combined model of customer market customer satisfaction/dissatisfactionaResults: The findings indicate that if any of the main competitors in the mobile phone market can not properly plan the level of service expected by their customers in response to competing actions, a serious impact on the rate of increase/decrease in satisfaction with their services and subsequently increase or There will be a decrease in customers.Conclusion: The proposed combined event-discrete system dynamics model is more efficient than any of the simulation models alone and provides a more accurate analysis of the mobile phone market and the factors affecting the share of its main competitors.

Keywords

• customer satisfaction
• combined simulation
• system dynamics
• event discrete
• mobile market