An investigation into the determinants of customer satisfaction

Abstract

During the past few years, there have been an increasing competition among auto producers. Customers have experienced emissions misrepresentation activities from well-known auto producers such as Volkswagen and Mitsubishi, and have increased their expectations, accordingly. This paper designs a questionnaire to measure factors influencing on customer satisfaction in Likert scale, and distributes it among 210 randomly selected people who purchased a product from an Iranian Auto maker named SAIPA. The questionnaire was validated by some experts and it was also verified using Cronbach alpha (α = 0.83). Using structural equation modeling with Varimax rotation, the study has detected four groups of factors including car specifications and options, before sales services, after sales services and payment policy, which influence the most on customer satisfaction.

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