Evaluation Customer Satisfaction Level of After Sell Service in Saipa Co. With Use the Kano Model
Subject Areas : Jounal of Marketing ManagementH. Vazifehdust 1 , P. Attaolahi 2
1 - استادیار، عضو هیأت علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران
2 - دانش آموخته کارشناس یارشد رشته مدیریت بازرگانی (گرایش بازاریابی بین المللی)، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران
Keywords: Customer, Kano model, Fundament requirement, Performance requirement Motiva, Repair center, Dealer, Product-After sellservice,
Abstract :
Today all the efforts that companies make to increase the quality of their products and obtain a competitive edge is to retain their customer which is other words means loyal customer. This goal is importance for car manufacturing companies and is achieved through departments of the company that have direct contact with the customers. Sales representatives and after sales services carry out this obligation in near and far cities. The goal of this research is to recognize and prioritize factors that effect customer satisfaction regarding after sales services using theKANO model. (kano model is one that is based on customer needs or in other words quality characters of products are divided into: (Fundament requirement, Performance and Motivational) Current research because of type of functionality, description and domain is carried and in two phases. In the first phase based on different resources a questionnaire was designed and extracted. In the second phase after distribution of 384 people who had bought, Zantiya, Maxzima and Rio in the city of TEHRAN based on the sampling method were taken from 100 dealer ships. The findings of this research determine the effective factors on customers from its after sales services based on on KANO model. Furthermore, it categorizes the effectiveness of each factor based on a percentage system as follows: Motivation requirementsPerformance requirementFundamental requirement
