The effect of new product layout on customer satisfaction in wooden household furniture industries using structural equations model in Tehran province

Abstract

In this research, the impact of various products design was investigated in end-customer’s satisfaction. . For this purpose, the variables are: products ‘external characteristic variables, quality, price, distributing system, after sales services, perceived value and sex moderator variable. The statistical population of this research includes all the consumers of household wooden steel furniture in Tehran city. In order to evaluate and examine the conceptual model, structural equation method and AMOS software are used. The results showed that the model has been fitted in the first-grade and second-grade measurement models and also on structural model. In measurement model, the measurement indices have created some meaningful factor loadings. This issue shows that model has been determined from theoretical literature and the criteria of this measurement have been recognized correctly. This caused a high validity of the measurements ‘tools. The variables of external characteristics, quality, price, after -sales services and perceived value are all effective at 99 percent of the confidence level on the consumer of household wooden furniture. But, the effect of distributing system variable on customer satisfaction did not accept. Also according to the obtained results, it is clear that sex variable can just adapt the relationship between external characteristics and customer satisfaction in the level of 90 percent significance.

Keywords

• Product layout
• customer satisfaction
• Wooden furniture
• Structural equations