Investigating the factors affecting customers' satisfaction with Pegah dairy products

Agricultural Marketing and Commercialization Journal

دوره 5، شماره 2 - شماره پیاپی 10، اسفند 2021، صفحه 117-130   

نوع مقاله: Original Research

نویسندگان

Fahimeh khosravani¹؛ Azita Zand^{* 2}؛ Behrooz Saraie¹؛ Ali Ebrahimi¹

¹Department of Agricultural Management, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran

²Department of Agricultural Management, Environmental Science Research Center, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran

چکیده

Customer satisfaction is one of the best tools for a successful business and the success of any business organization depends on customer satisfaction. Customer satisfaction is defined as the feeling or attitude of a customer towards a product or service after using it. In today's competitive world, the key to success for organizations is to discover the needs and wants of customers and meet them before competitors. Customer satisfaction can increase productivity by motivating all employees. The results of the regression of research hypotheses showed that product quality, product appearance, product variety, good packaging, product accessibility, and advertising had a positive and significant relationship with customer satisfaction with Pegah dairy products, which are among the indicators affecting Customer satisfaction, product diversity had the most and product advertising had the least impact.

کلیدواژه‌ها

Customers' Satisfaction؛ Dairy Products؛ Pegah Company

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