Determining the factors affecting customer satisfaction in after-sales service in various industries has been studied. However, the importance of after-sales service by considering customer demographic factors in the automotive industry and its impact on organizational
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Determining the factors affecting customer satisfaction in after-sales service in various industries has been studied. However, the importance of after-sales service by considering customer demographic factors in the automotive industry and its impact on organizational profitability needed further investigation. One hundred fifty-three thousand customers referring to the automotive after-sales service network examine the effect of customer income on the satisfaction and profitability of the organization. For this purpose, a sample of 383 people was randomly selected from different clusters of customers. The structural equation model in Amos 21 software was used to test the model and research hypotheses. The RFM clustering method was used to show the preferences and demands of customers in each cluster to address behavioral dissimilarity among customers. We also calculated the effect of each factor on overall customer satisfaction and profitability by presenting a mathematical model through multivariate regression equations. The results showed that the demographic variable of customers' income effectively affects their perception of satisfaction. Also, the level of customer satisfaction has a positive relationship with the organization's profitability. Finally, through mathematical equations, the numerical effect of each of the independent variables on the dependent variables, customer satisfaction, and profitability of the organization was calculated.
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