Measuring Customer Satisfaction Using Multi-Criteria Analysis Model of Customer Satisfaction to Evaluate Product Lines

Abstract

Today, customer retention and growth is the first goal. Companies have taken a heavytoll on each customer, and competitors are constantly seeking to steal them. Satisfiedcustomers have many benefits for the company, they are less sensitive to prices, will bea customer for a long period of time, and give a favorable view of the company and itsproducts and services to others. Paying attention to the factors that are less importantfrom the customer's point of view and evaluating these factors leads to spendingresources in areas that have less impact on customer behavior, so understanding thefactors that have the greatest impact on customer satisfaction to the organization tomove in this will help. In this study, we intend to use the operational data of the linesand customer satisfaction scales to evaluate the relative efficiency of product lines usingthe network data envelopment analysis method. In order to achieve this goal andquantify the data obtained from the questionnaire, another linear programming methodcalled multi-criteria satisfaction analysis will be used. Another innovation of thisresearch is the application of customer expectations in the data envelopment analysismole because most researchers that focus on quality do not consider this component intheir evaluation model. The results indicate that the distribution system is the mosteffective factor and resources and supply is the most effective factor affecting customersatisfaction.