Presenting Fuzzy Approach on Customer Satisfaction Measurement Case Study Roozaneh Dairying Company

Subject Areas : Jounal of Marketing Management

M. A.  Abdolvand ¹ (استادیار، عضو هیات علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران)
A.  Mohammadnia ² (مربی، عضو هیات علمی دانشگاه آزاد اسلامی، واحد قزوین)

Received: 2014-06-10 Accepted : 2014-06-10 Published : 2007-09-23

Keywords: Customer Satisfaction, measurement, Price, Quality, Accessibility, customer complains, Customer, Organization, Fuzzy Logic, Product and services,

Abstract :

Tending to customer rightly overtax, Organizations gain new customers and keep their satisfation, ther fore based on created comptition, organization and companise should seeking suitable ways to customer’s absorption and mainenance. Thus it is vital for business success and it not succeed unless customer satisfaction measument and continous protection. In the competitive conditions, the satisfaction and customers loyalties are urgent need for profitability. Furthermore, the satisfaction measuremen available method are up crisp range, whereas loyalty measurement indexes are fuzzy, unclear and verbal which beable to say totally, measurement in fuzzy logic is more efficient.The paper main goal is customers satisfaction measurement in Roozaneh Dairying Company which can use from research results all of manufacturer and service companies, further, applied goals of this research are: Customers Satisfaction, Fuzzy measuring effective factors on creating Roozaneh dairying Customers Satisfaction, prioritize effective factors on Roozaneh dairying customer satisfaction, comparing and comprehensive survey of results of Fuzzy logic and classic logic techniqes, ducumenting practical solution for practing effective factors on keeping customers and creating customers satisfaction.  Four hypothesises in the research to goal achievement are: 1- There is a meaningful correlation between price and customer satisfaction. 2- There is a meaningful correlation between quality and customer satisfaction. 3- There is a meaningful correlation between Accessibility and customer satisfaction. 4- There is a meaningful correlation between customer complains and customer satisfaction. After using satistical techinqes and analysing datas in both Fuzzy and classic methods by SPSS software, resulting to: to pass all of hypothesises, finally, seggested some offers for future researches.