In the competitive economy, customer orientation and customer satisfaction is first law in business. Companies are constantly demanding the satisfaction of our customers to enhance their loyalty in order to creating profitability. Therefore measuring customer satisfaction is important. Customer satisfaction is measured by Comparison of customer expectations with products’ performance. In the present study to measure customer satisfaction from mobile phone has been used a combination of model of identifying purchasing process (5Vs) that offered by Bennet (1997) and customer satisfaction indicator, introduced by Teas (1993). Thus, the model identified five factors to determine the process of purchasing. Two questionnaires were used to gather the data (customer expectations and their perceptions from product quality). Its validity was confirmed by using confirmatory factor analysis (CFA) to aid software LISREL. Then the collected data were analyzed by using Teas index. Finally, brands were ranked based on calculated customer satisfaction indicators for each brand.
کلید واژگان :Customer Satisfaction, Brand, Buyer's perspective, marketing mix, customer Satisfaction Index
ارزش ریالی : 600000 ریال
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