تحقیقات بازار یابی نوین (Jun 2015)
Prioritizing Effective Factors on Kaleh Company Customer Loyalty
Abstract
In every kind of organization, whether productive or servicing, the most significant factor for maintaining and developing a company is its customers, so that in case a company will succeed in maintaining customer satisfaction and loyalty, it will provide the background for its long-term permanence. Based on the significance of customer loyalty, the present research mainly aims to prioritize effective factors on customer loyalty in Kaleh Company, using FAHP technique. Statistical population of the study included 10 experts of Kaleh Company, based on which the related questionnaire was designed. Then by the use of the required data gathering, the factors were prioritized and the model explained. Among factors effective on customer loyalty, quality of the services ranked first, customer satisfaction and innovation in presenting the products ranked second, maintaining customers’ trust ranked third, relation with customers and fast and easy servicing to them ranked fourth, variety of the products ranked fifth, positive proceeds of the company ranked sixth and superficial characteristics of the products ranked seventh, in respondents’ view. Managers of Kaleh Company should pay more attention to the quality of their productions and study more on the ways to improve customer satisfaction. Customers are the vital forces of all organizations and meeting their satisfaction is one of the most important aims of each company.
