Investigating the factors affecting customers' satisfaction with Pegah dairy products

محورهای موضوعی : Agriculture Marketing and Commercialization

Fahimeh khosravani ¹ ( Department of Agricultural Management, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran )
Azita Zand ² ( Department of Agricultural Management, Environmental Science Research Center, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran )
Behrooz Saraie ³ ( Department of Agricultural Management, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran )
Ali Ebrahimi ⁴ ( Department of Agricultural Management, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran )

تاریخ دریافت : 1399/12/10 تاریخ پذیرش : 1400/07/06 تاریخ انتشار : 1400/09/10

کلید واژه: dairy products, Customers' Satisfaction, Pegah Company,

چکیده مقاله :

Customer satisfaction is one of the best tools for a successful business and the success of any business organization depends on customer satisfaction. Customer satisfaction is defined as the feeling or attitude of a customer towards a product or service after using it. In today's competitive world, the key to success for organizations is to discover the needs and wants of customers and meet them before competitors. Customer satisfaction can increase productivity by motivating all employees. The results of the regression of research hypotheses showed that product quality, product appearance, product variety, good packaging, product accessibility, and advertising had a positive and significant relationship with customer satisfaction with Pegah dairy products, which are among the indicators affecting Customer satisfaction, product diversity had the most and product advertising had the least impact.

منابع و مأخذ:

• Azadeh, Q et al. (1398). The effect of customer satisfaction, trust, certainty and positive verbal advertising on the purchase intention with emphasis on social networks, Shabak Magazine, November 1398, No. 47.


• Johnny, H. et al. (1394). Prioritization of Factors Affecting Customer Loyalty of Kaleh Company Quarterly Journal of Modern Marketing Research, Fifth Year, First Issue, Serial Issue (16), Spring 2015.


• Pre-Spring, A. et al. (1398). Prioritization of dairy companies with the help of mixed marketing elements based on customer satisfaction (Case study of Tabriz city) Quarterly Journal of the Ministry of Science, 1398, No. 107.


• Rezaei, M. and Mozaffari, M. (1395). Factors Affecting Customer Satisfaction in Asan Company, the Second International Conference on Management and Development Culture.


• Romania, S. and Shirazi Oliaei, p. (2016). Presenting and analyzing the macro model of customer satisfaction with sales and distribution units of Kaleh Company International Conference of Management Elites June 2016.


• Zand, A. (1392). Investigating the application and importance of technological mechanisms in promoting innovation capacity in rural women cooperatives in Tehran province. Agricultural Extension and Education Research, Volume 6, Issue 1: 71-80.


• Compassion, H et al. (1398). Investigation and analysis of internal and external factors of Kuhsaran Dairy Company using Sowt model, the 4th International Conference on New Research in Management, Economics and Development.


• Shams, Gh and Dalavi, M (1397). Investigating the effects of service recovery on customer satisfaction with service improvement, Journal of Development and Transformation Management Summer 1397, No. 33.


• Frati, H et al. (1397). Investigating the Impact of Service Quality on Financial Performance of Companies with the Mediating Role of Satisfaction (Case Study of Ramak Shiraz Company, Journal of Economic Studies, Financial Management and Accounting, Fall 2016, Volume 4, Number 3).


• Mohsenian, F. et al. (2015). Thesis title: Measuring customer satisfaction with food industry products using the fuzzy center model.


• Mahmoudi J and Habibi A., (2016). The Impact of Customer Behavior on Commitment and Satisfaction, Journal of New Achievements in Humanities Studies July 2016, Third Year.


• Hedayati, T., (2020). Investigating the relationship between factors affecting customer satisfaction with dairy products using path analysis (Case study of Pegah Company). Journal of Innovation Management and Operational Strategies, Summer 2020, No. 2.


• Holakouee, M. et al. (1394). Investigating the Impact of Product Packaging and Pricing on Customer Loyalty (Case Study of Pegah Dairy Product Buyers), 5th National Conference and 3rd International Conference on Accounting and Management.


• Yousefi Ali et al. (2020). Effectiveness of supply chain elements and green innovation on customer satisfaction of dairy products, Journal of Interdisciplinary Studies in Humanities, No. 48.


• Yuning, W, & Zhe, zhang, (2020) .First published January 2020 .Sage Journals.


• Rosenberg .J, L. & Czepiel,A.J( 2017). Journal of customer marketing: marketing approach customer retention. United king dom : MCB UP Limited.


• Tao,.F. (2014). Customer relationship management based on increasing customer Satisfaction. International Journal of Business and Social Science.5 (5), pp.256-263.


• Zaim, S.et all (2010). Measuring customer satisfaction in turk telekam company using structural equationmodeling technigue. Journalof GlobalStrategic Management.4 (1) pp.89-99.


• Zand, A. Mohammadi, M. Arfaee, M. Hatami, M. Studying Social-Economic Factors on Marketing Fruit Packaging s from Viewpoint of Experts Tehran Municipality Fruit and Vegetable Market Organization. Agricultural Marketing and Commercialization Journal. 1(2), 25-29, 2018.