Analysis and Prioritizing the Factors Influencing customer satisfaction in Cooking Oil Industry

Ehsan Ahadmotlaghi¹ Mohammad Reza Yoosefi² Mohammad Sheikhmohammadi Khamseh³

1) Assistant Professor, Payam Noor University, Tehran, Iran
2) Researcher, Payam Noor University, Tehran, Iran
3) MBA, Pune, India

IOI Code : XYHB-BEDEC
Publication : The 3rd International conference in Management in the 21st Century (3icm21.com)
Abstract :
    Sale of goods and services to customers is an art. This art is interpreted as the art of convincing in the science of sales and marketing. Certified vendors employ special tactics to convince customers and buyers for the supply of their goods. Buyers decide to buy under the influence of various elements, so it is better for the seller to constantly monitor the needs and requirements of customers and influential factors in improving the quality and quantity, and employing the measurement systems for customer satisfaction and making the complaints minimum. The current article is about ranking 11 identified factors on customer satisfaction of Varamin vegetable oil company. The research is an applied research, and its method is descriptive, and uses field study to conduct the research. So the data collection has been done by survey and through questionnaire in two phases. In the first phase, using different sources a list of factors was designed in the form of a questionnaire, and was provided to managers and employees of Khorramshahr oil extraction company, so that they add up new factors which are influencing the customer satisfaction in addition to the mentioned factors. In the second step considering the identified factors the final questionnaire was designed, validated, and using the random sampling was distributed among 760 people of female customers of 6 main shops of Tehran city. The findings of the research show the ranking of identified factors from the view point of customers based on their importance factor.

Keywords : customer satisfaction product quality product specification