Messurment of customer satisfaction for product improving
Managerial Studies Journal,
Volume 3, Issue 5, Pages 70-97
AbstractThe constantly changing customer tastes and desires and increase the complexity of the environment surrounding the organization and growing degree of competition the dark about the market and the varying characteristics, has made business organizations looking for ways and methods and procedures to retain customers, and customer satisfaction here is the fundamental objective and strategic goal, which aspires to achieve business organizations.
The biggest challenge facing business organizations in this area is difficult to measure customer satisfaction, and this difficulty shows that we are dealing with the tastes and desires of customers and their expectations of quality standards required in the product. Given the fact that measuring customer satisfaction is one of the themes of modern, traditional measures were used but most focused on measuring the customer, in this study were used one of the most important tools in this area a Kano’s model to measure the customer satisfaction about the company's product under study, since the Study the problem lies in not giving the subject of measuring customer satisfaction paramount importance by the Iraqi organization, has raised the following questions:
- What are the requirements that it wants in the product and customer satisfaction?
- What levels of product quality perceived by the customer?
- How to measure customer satisfaction through an effective tool in accordance with quality levels and requirements that the customer wants?
In order to achieve this design levels for customer satisfaction in accordance with the requirements posed by Kano’s model and for the purpose of improving the quality of the product has been reliable in completing the items on the theoretical framework and reference sources and literature relevant to the subject of study, in addition to previous studies. While the practical side has been accomplished by relying on techniques and tools, the following: (personal interviews, direct observation, a special questionnaire has been designed for this purpose), while the data were analyzed using a set of statistical indicators and statistical assistance program (SPSS V.15). Finally, the study found a set of conclusions and field theory, which has been invoked for a set of recommendations consistent with these conclusions.
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