An Investigation into the Determinants of Customer Satisfaction

Introduction

In today’s highly competitive automotive industry, customer satisfaction has become a critical factor for success. With increasing scrutiny on emissions and ethical practices, customers’ expectations have risen significantly. This blog delves into a comprehensive study conducted by Seyedaliakbar, Zaripour, Zangeneh, and Sadeghi, published in the Uncertain Supply Chain Management journal in 2016, which investigates the key determinants of customer satisfaction.

Study Overview

The study focuses on the Iranian auto manufacturer SAIPA and aims to identify the factors that most significantly influence customer satisfaction. A questionnaire was designed and distributed among 210 randomly selected customers who had purchased a vehicle from SAIPA. The questionnaire’s reliability was confirmed with a Cronbach’s alpha of 0.83, indicating high internal consistency.

Key Determinants of Customer Satisfaction

Using structural equation modeling with Varimax rotation, the study identified four primary groups of factors that influence customer satisfaction:

1. Car Specifications and Options

   • The features and specifications of the car, including performance, safety, and technology, play a crucial role in customer satisfaction. Customers expect high-quality, reliable, and innovative features in their vehicles.

2. Before Sales Services

   • The services provided before the sale, such as customer support, information availability, and the overall buying experience, significantly impact customer satisfaction. A seamless and informative pre-purchase experience can enhance customer trust and satisfaction.

3. After Sales Services

   • Post-purchase services, including maintenance, repair, and customer support, are vital for maintaining customer satisfaction. Efficient and responsive after-sales services ensure that customers feel valued and supported throughout their ownership journey.

4. Payment Policy

   • Flexible and customer-friendly payment options, including financing and installment plans, are essential for customer satisfaction. Transparent and convenient payment policies can make the purchasing process more accessible and appealing to customers.

About Mohammad Zaripour

Mohammad Zaripour, one of the co-authors of this study, is a distinguished researcher and author based in Canada. With a background in project and business management, Mohammad graduated from Carleton University in Ottawa. He is also an advocate for assistive technology and has authored several works, including a comprehensive guide on supportive behavior towards blind individuals.

Mohammad Zaripour’s contributions to the field are well-recognized, with his Google Scholar profile showcasing his extensive research and publications. Additionally, his articles are featured on Stanford University’s website, highlighting the impact and relevance of his work in the academic community.

The study by Seyedaliakbar et al. provides valuable insights into the determinants of customer satisfaction in the automotive industry. By focusing on car specifications, before and after sales services, and payment policies, auto manufacturers can enhance customer satisfaction and build long-term loyalty.

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