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Studying the Factors Affecting Customer Satisfaction and Customer Loyalty from Customer Relationship Management Plans: Case of IranKhodro Company

Sadeghi Dowlatabadi, Amir Hossein | 2016

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 49169 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Sepehri, Mehran; Karami, Naser
  7. Abstract:
  8. Results showed that 9 factors of “Brand Equity”, “Product Quality”, “Service Quality”, “Service Recovery”, “Perceived Value”, “Relationship”, “Employee Satisfaction”, “Physical Environment” and “Distribution Channel” are most effective factors by researchers that have effect on customer satisfaction. Thus, the Macromodel of this research was designed based on these factors. Due to limitations and context of the research, “Service Quality”, “Service Recovery” and “Relationship” were chosen in the final model. Results of questionnaire showed that the 5 parameters of “Service Recovery Speed”, “Reliability”, “Responsiveness”, “Empathy” and “Seller-focused antecedents” was the most important antecedents of customer satisfaction in the context of this research. In the final step, results of the focus group showed that the 3 services, “Handling Customer Complaints”, “Call Centers” and “Support for Specific Customers” were the most influential services on customer satisfaction. However an important implication of focus group session was that the bottleneck of customer dissatisfaction of auto manufacturer companies in Iran lied in product quality factors not in after-sales service delivery
  9. Keywords:
  10. Service Quality ; Customer Relationship Management ; Customer Satisfaction ; Customer Loyalty ; Iran Khodro Industrial Group ; Service Recovery

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