Investigating the Impact of Service Quality in Distribution System on Customer Satisfaction : Case Study : Dairy Products Company Distribution System in West of Guilan ( Iran )

Abstract

In nowadays turbulent environment, the competition to acquire and satisfy customers become a requirement for organizations and this issue is dedicated a very important part in company strategy. By measuring customer satisfaction, organizations will be able to determine their real success rate in providing desired products and need of their customers and in the market. Service and quality are factors that has closely related to customer satisfaction. When role of service was evident in everyday life, as well as categories of service quality was considered as main feature competition between organizations. So that considering service quality has distinguished the organization from its competitors and gains a competitive advantage. Actually quality of service is closely related to customer satisfaction. By improving service quality increase the likelihood of customer satisfaction. This study has been developed to investigate the impact of service quality on customer satisfaction of dairy products distribution systems in the west of Guilan. Research method is descriptiveanalytical, a data collection method is field and a tool of data collection is questionnaire. Statistical population of this research is the owners of supermarket in west of Guilan systems are composed of 340 and sample size was estimated 181. Data analysis was conducted by SPSS software and by using regression testing. The results of testing the research hypotheses show that the main hypothesis of research was confirmed and this means that distribution system service quality on customer satisfaction has a significant positive impact. Also review of the sub hypotheses show that dimensions of service quality (reliability, responsiveness, credibility, empathy and tangibility) affect customer satisfaction.

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“…Because it can significantly affect how a consumer perceives their whole service experience, service quality is frequently regarded as a crucial predicator of customer satisfaction (Parasuraman et al, 1985). Talemi et al (2013) contend that there is a conceptual connection between customer happiness and service quality. In terms of maintaining service quality, customer satisfaction is characterized as emotional response following a purchase, but it actually involves a complicated process involving psychological and physiological factors.…”