Identification of Customers’ Satisfaction Attributes in Offset Printing Industry

The purpose of this research is to identify, classify and rank the customer satisfaction attributes including must-be, performance and attractive ones in offset print-houses. The statistical population consists of all offset print-houses in Iran. The research tool splits into two questionnaires. The first one was open identifying the satisfaction attributes and the second one was designed based on Kano’s standard questionnaire. Stratified sampling used to collect data from respondents. Friedman and Kroskal-Wallis test used to rank attributes and compare the several independent groups applying SPSS package. Results showed that, out of 35 attributes, 14 were must-be, 6 performance and 12 attractive. The other 3 ones were indifferent from customers’ attitudes.

Customer satisfaction, Print-house, offset printing, Kano model, Iran