Survey of Customer Satisfaction in San Suan Product Planning by Kano Model

Subject Areas : Jounal of Marketing Management

H. Vazifehdust ¹ , S. Farokhian ²

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Received: 2013-09-22 Accepted : 2013-09-22 Published : 2009-09-23

Keywords: Customer Satisfaction, Customer loyalty, customer wants &amp, needs, expectation value, unexpected value,

Abstract :

Survey and securing of customer satisfaction and attention to customer wants and needs in product planning can cause increased loyalty in the long term. The main goal of this project is recognizing and understanding the concept of customer satisfaction by considering the necessities and needs of customers in designing the products of San Suan manufacturing company. The relationship between basic needs, performance needs, excitement needs & expectation value, unexpected value with customer satisfaction, and loyalty has been analyzed by the use of a seven-hypothesis and exploratory research project, surveying research approach and accidental sampling of 100 people collected by buyers of the company’s products. This information also has been analyzed by the use of regression coefficient test & detailed regression coefficient. The result indicates that:1. Performance needs has a direct relationship with expectation value.2. Expectation value has a direct relationship with customer satisfaction.3. Unexpected value has a direct relationship with customer satisfaction.4. Expectation value has a direct relationship with customer loyalty.