Dissertation for M.A.
Abstract
Considering the importance of customer satisfaction in the use of new technologies in the distribution of goods and services, as well as the widespread use of smart fuel cards, which are being implemented as one of the new methods of providing services; Therefore, it seemed necessary to investigate the impact of providing services in the form of new methods on customer satisfaction. For this purpose, a research titled the impact of reforming and improving service delivery methods and methods on customer satisfaction was investigated with the focus of smart fuel cards in Tabriz city. Also, due to the wide range of dimensions of customer satisfaction, in this research, the outputs and consequences of customer satisfaction include the two variables of customer commitment and customer trust, using the four customer satisfaction index models of the United States established by Fornell and his colleagues for public sector industries, the Walter model and his colleagues conducted for the Institute of Business Markets, Pennsylvania State University, the relational marketing model presented by Morgan and Hunt, and the Iranian customer satisfaction index model developed by Dr. Ali Asghar Fani and Akbar Pourmohammed in the automotive industry. The construction was done, it was examined. For this purpose, 280 people were selected as a sample from the statistical population using cluster and quota random sampling, and research data were collected through the presentation of a researcher-made questionnaire, and to test the hypotheses, one-sample t-test (t-test), analysis of variance, Pearson's correlation coefficient, Lune's test, and t-test with the assumption of unequal variances were used. According to the results obtained, the level of customer satisfaction in using the fuel smart card is more than the expected average, and the main hypothesis and sub-hypotheses have been confirmed by considering all their subscales, including computational commitment, emotional commitment and normative commitment for the variable of customer commitment and empathy components, reducing complaints and recommending others for customer trust in line with the research objectives. Keywords: customer satisfaction, improving service delivery methods and methods, customer commitment, customer trust, smart card 1 Introduction
In today's world, where organizations live in an insecure, turbulent and constantly changing environment, and each of them is struggling in some way for their survival and durability, the customer or client is of particular importance as the reason for the organization's existence and survival, and customer satisfaction is one of the most important and useful policies to ensure the survival of any organization. Today, social research is considered as a very logical solution and method to solve problems and provide new suggestions in the society. Most of the organizations and institutions have turned to the results of researches and measuring public opinion in order to improve their activities and harmonize with the society as much as possible and have come to the conclusion that the opinions of people and customers can play a significant role in raising the quality level and improving their methods and continuous cooperation. In the oil industry and the National Oil Products Distribution Company, it is one of the ways to know the issues and problems, to check the views and opinions of the audience, or in other words, the users of the services provided in this industry. The managers of this company need information and knowledge about the level of customer satisfaction with their performance in order to make better decisions. Measuring users' opinions helps them to better understand their strengths and weaknesses and provide better planning to solve them. In this regard, customers who are highly satisfied with the organization express their positive experiences to others and thus become a means of advertising for the organization and thus reduce the cost of attracting new customers. This is especially important for professional service providers, as their reputation and positive word-of-mouth is a key source of information for new customers. Therefore, customer satisfaction creates many benefits for the company, and higher levels of customer satisfaction lead to greater customer loyalty and in government and non-profit organizations to customer trust [1] and commitment [2] (Kausi, 2014, 380).
1-2 statement of the problem
The biggest problem of the last three decades of Iran's economy is solving the problem of fuel subsidies and optimizing the consumption of petroleum products in Iran, as well as the problem of the excessive increase in energy consumption. And as a result, the reduction of energy efficiency in the country has always been the most important challenge of governments, and the plans and bills of the past periods are a comprehensive plan to reach from the current situation to the new situation..
1-2 Statement of the problem
The biggest problem of the last three decades of Iran's economy, solving the problem of fuel subsidy and optimizing the consumption of petroleum products in Iran, as well as the problem of the excessive increase in energy consumption and the consequent decrease in energy efficiency in the country, has always been the most important challenge of the governments, and the plans and bills of the past periods did not write down a comprehensive plan to get from the current situation to the optimal situation, and the government found the only solution in using the information system [3]. powerful, aimed to control consumption based on usage, in addition to preventing the negative economic and social consequences of consumption control, to create a culture and planning[4] of consumption among citizens.
Considering the importance of the transportation sector as one of the major parts of energy consumption in the country, fuel consumption optimization is of special importance in energy consumption management, in the meantime, the fuel distribution system, especially gasoline, in the country was brought up and examined, among which it is possible to gradually increase the price, remove the payment subsidy. to fuel and price liberalization, gasoline rationing, etc. pointed out The gasoline rationing plan and the use of smart fuel cards were discussed and discussed in various institutions of the country for a long time, so when the 1383 budget law was approved by the 6th parliament in the last days of 1382, the discussion of gasoline supply and consumption through the smart fuel card was first raised and approved by the representatives in the public forum of the parliament, and it was mentioned in the text of the 1383 budget law (Aghaei, 2016, 25). Finally, the plan to distribute gasoline by smart fuel card was implemented with the opinion and decision of the government and the Islamic Council, with the preparation of the desired infrastructure and conditions, including the issuance of fuel cards and the equipping of gas stations with card readers from July 5, 2016. Now that a few years have passed since its implementation, the question arises as to how far this plan has been able to achieve the desired goals? Can this plan still be the answer to the country's gasoline distribution problem? Although the issues surrounding this plan are mostly economic at first glance, the close connection between the transportation system and human factors, as well as the direct connection of people with the plan to use the smart fuel card, makes any kind of change in this system have a direct effect on people's lives. Therefore, the type of attitude and reaction of the people of the society in facing this plan will be effective on the success rate and the estimation of expectations from it. Today, in addition to basic and key indicators in government plans and organizations, indicators such as commitment and trust of customers are given a lot of attention in the discussion of customer satisfaction measurement. Therefore, due to the fact that the plan to use the fuel smart card is in direct contact with the people, the level of people's satisfaction with this type of fuel distribution system plays a significant role in the success of the plan (Haji Mirzaei, 2015, 2015).
Nowadays, there are many advantages such as a significant reduction in the cost of operations, speed and ease of communication and information transfer, the possibility of defining multiple layers of security if needed, the possibility of retrieving recorded information and obtaining the required statistics, the possibility of precise and controlled strategic planning. And dozens of other advantages have caused no one to doubt the usefulness of providing services in this way, but on the contrary, by defining new uses for smart cards, through measuring customer satisfaction and checking the impact of service delivery methods on customer satisfaction, the range of benefits of using these multiple tools is added every day (ibid). Any organization that has a negative relationship with customers will raise issues, which will determine the way the organization responds to issues that arise for the customer, the extent of the organization's commitment to customer satisfaction and service quality. Efficient service improvement requires thoughtful procedures to solve problems and manage the affairs of dissatisfied customers. It is very important for companies to have effective service improvement strategies because even a single service problem can destroy customer trust in organizations (Lovelock, 1999, 67)[6]. Which in itself is a source of happiness because it at least shows that it is philosophically necessary to achieve customer satisfaction. If the need for customer satisfaction is well understood from a philosophical point of view, it will not be difficult to discover implementation techniques and programs. It is necessary to establish such a philosophy, adapting the technology and structure of the organization to such a goal. Therefore, tasks and activities within the organization should be reviewed in order to provide quality services, standards are formulated, quality determination programs are designed, and sales staff are trained in the field of customer relations (Safarinejad, 1387, 14-16).