Purposing a Mathematical Model for Planning after Sales Services

Subject Areas : Jounal of Marketing Management

N. Hamidi ¹ , M. Asgarzadeh Sadagiani, ²

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Received: 2013-09-21 Accepted : 2013-09-21 Published : 2010-09-23

Keywords: After Sale Service, Customer Satisfaction, Quality Function Deployment (Q, Analytic Network Process (ANP), Zero and One Goal Programming ,

Abstract :

Much research has been conducted on the factors that are effective in meeting customer satisfaction customers loyalty. Customer loyalty is vital to business organizations, because it is more economical to keep existing customers than to attract new ones. After sale services is one of the best ways to maintain customer satisfaction. By applying QFD, we can meet customer requirements and change these factors into measurable technical features. This paper presents a desired planning model (ZOGP) which includes the relative degree of importance of features in after sales services with regard to analytical network process, degree of potential practicality, quality of services, reduction of expenses, and best use of equipment and resources in determining the technical features for after sales services, which is essential to be considered in the design and marketing stages. This model was tested for the Saipa car manufacturing company and showed practical use.