Marketing i Menedžment Innovacij (Dec 2015)
Customer’s expectations in Iranian exclusive industry
Abstract
The aim of the article. The aim of the article is to investigate customers' expectations, needs and their problems in an exclusive industry in terms of their satisfaction. The results of the analysis. Due to the development of technology in different fields and also the development of careers and increase of competitors, the concept of customers' satisfaction has changed to a necessity for the organizations and survival of their careers. With the help of consecutive evaluation of customer's satisfaction and their needs analysis in the current competitive environment, organizations aim to attract market to their organizations. Basically these evaluations are all implemented systematically and the final results of these reports will be utilized for setting future goals, planning and process improvement in different units of companies. In the current competitive world and basing on organization needs and also their physical situation with reference to the culture of selected city, country or organization, it should be mentioned that different types of models have formed for the evaluation of customers' satisfaction. In this research, different types of models for the evaluation of customers' satisfaction have been studied and compared. Finally, European model has been selected for the evaluation of customers' satisfaction in the industry. This model was first localized and then implemented. The final results were investigated for three one-year period and ultimate changes were considered. In this research, variables such as product quality, service quality, warranty service quality, financial service quality, and value, relationship with customers, perceived image, and loyalty were all studied. For data collection of this descriptive research, we used field method. All the customers were considered. This study has collected data with the help of closed and open questionnaires. Closed questionnaire for the collection of customer's opinions about the main variables of model and open questionnaire for the investigation of customers' problems and making use of obtained feedbacks for moderation of method in the future evaluation of an inclusive industry in Iran were used. The collected data were analyzed with SPSS software. Cronbach's Alpha method was used to investigate the features of companies' customers' and the rate of their satisfaction in each of the indices and variables. Conclusions and directions of further researches. The findings of the study revealed that customers' satisfaction from products and services in an exclusive industry has a direct and strong relationship with customers' loyalty and purchase proposition of the company to other ones.
