پیام رسان بله
Presentation and analysis of macro model of customer satisfaction of sales and distribution units of kalleh company
Presentation and analysis of macro model of customer satisfaction of sales and distribution units of kalleh company
siavash romani1 parisa oliaei shirazi2
1) Master of Business of Administration, marketing trends
2) Master of Business of Administration
IOI Code
:
XYCG-AEZAH
Publication :
international conference of Management Elites(icme.ir)
Abstract :
In today s competitive market can be said to compete hard and overcome the complexities of the market, it will be possible to draw empathy and customer satisfaction. The main purpose of providing macro model of customer satisfaction in this investigation was to study of effect of customer satisfaction on their loyalty and oral advertising. Methods based on objective, functional and based on a description of the survey is to collect data. The study population consisted of classic customers(supermarkets) dairy Line of kalleh company in the entire iran country. Sampling process used in this study was conducted in two stages, the first stage cluster sampling and stratified random sampling was used. The method of data collecting in this research is field survey and using questionnaire. To determine the content validity of the tool (questionnaire) judgment method is used. In this study, to estimate the reliability, internal consistency method is used. And given that Cronbach s alpha values for all variables in the model is greater than 0.7, indicating that the questionnaire is designed to be reliable. The results suggest that the variables product appearance, visitor accountability and load delivery person, visitor propriety and load delivery person and understanding the customer positive impact on customer satisfaction but variables Reliability and access have a positive impact on customer satisfaction. Eventually, was shown that customer satisfaction has a positive impact on their loyalty and oral advertising and customer loyalty has a positive impact on their oral advertising
Keywords : customer satisfaction customer loyalty oral advertising customer satisfaction measurement