Effective Factors on Customer Satisfaction of Isfahan Pasteurized Milk Company

Abstract

Providing customer satisfaction and customer focus is important for companies and organizations in the dynamic environments in this modern competitive world. The aim of this study is to measure customer satisfaction of pasteurized milk company in Isfahan. The population in this research was all shopkeepers in Isfahan. The method involved in this research was a descriptive survey. Data collection was done using cluster sampling. Apart from that, data analysis and hypotheses testing were conducted by regression and correlation respectively. SPSS and Excel software were used to conduct data analysis, hupoheses testing and structural equation modeling. The following hypotheses were tested and results showed that there is a relationship between variables: 1) product, 2) Price, 3) Advertising and promotion, and 4) Distribution with the shopkeepers'satisfaction. Futhermore, the company’s strengths and weaknesses were identified and finally the practical recommendations, advertising and promotion proposals were assessed.