Investigating the factors affecting customers' satisfaction with Pegah dairy products

Subject Areas : Agriculture Marketing and Commercialization

Fahimeh khosravani ¹ , Azita Zand ² , Behrooz Saraie ³ , Ali Ebrahimi ⁴

1 - Department of Agricultural Management, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran
2 - Department of Agricultural Management, Environmental Science Research Center, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran
3 - Department of Agricultural Management, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran
4 - Department of Agricultural Management, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran

Received: 2021-02-28 Accepted : 2021-09-28 Published : 2021-12-01

Keywords: dairy products, Customers' Satisfaction, Pegah Company,

Abstract :

Customer satisfaction is one of the best tools for a successful business and the success of any business organization depends on customer satisfaction. Customer satisfaction is defined as the feeling or attitude of a customer towards a product or service after using it. In today's competitive world, the key to success for organizations is to discover the needs and wants of customers and meet them before competitors. Customer satisfaction can increase productivity by motivating all employees. The results of the regression of research hypotheses showed that product quality, product appearance, product variety, good packaging, product accessibility, and advertising had a positive and significant relationship with customer satisfaction with Pegah dairy products, which are among the indicators affecting Customer satisfaction, product diversity had the most and product advertising had the least impact.

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