Factors affecting the satisfaction of Saipa passenger car customers

Chapter 1

Research overview

1-1- Introduction

Today we live in a world that is rapidly moving towards globalization, and in this way, the supply of a product takes place in a global cycle. Developments in today's world will affect most of all countries that have a single-product economy (such as oil). In today's world, oil has lost its role as black gold. The current era has entered the era of customer orientation, in other words, the customer is the center of all operations, and the new attitude in marketing is customer-centered, that is, offering desirable goods and services to the customer that will provide satisfaction.

Nowadays, in order to create a suitable necessary structure, it is necessary for organizations to properly introduce themselves to customers, and customer continuity occurs when the customer or consumer has a close relationship with the company or the seller's organization. A special form of this relationship is the relationship and interaction that the customer has with has employees of the company or organization. This will not be possible except in the shade of providing satisfactory services.

The basic and very important point is that when the position of the role and function of the customer is correctly defined and determined in the social culture and service to the customer is presented as a value and acted upon, the organizations are placed in their correct circle and circle so that each organization provides quality and valuable services to the customer and benefits from the valuable services of other organizations, and as a result, satisfaction and above that, satisfaction and It provides customer loyalty. Surveying customers is considered a dynamic method of marketing and new sales factor for the company. Customer satisfaction is a kind of insurance against possible mistakes of the organization. Regular customers do not go to competitors in the face of these unintentional mistakes, and this is why customer satisfaction has become one of the most important tasks of organizations and institutions. Awareness of the concept of service quality and efforts to improve it have led to the provision of quality services, and by increasing the level of service quality, we can expect an increase in customer satisfaction. Therefore, the stagnation and lack of activity in our commercial scene has ended in a situation where various companies have taken steps towards the production of similar products and the production is beyond the needs of society. Issue

Warranty [1] is considered as a kind of action to take care of sold products and in fact it is considered as a type of future commitment to customers and it includes all the things that companies do after the sale of goods in order to satisfy the customer [2] and cause more value [3] of the product or service. (Behzad, 1389). One of the most important solutions for turning a satisfied customer into a continuous customer is after-sales service and the existence of a warranty in the product or service. Customer satisfaction is provided by satisfying their hidden and obvious needs. If these needs can be correctly identified and carefully invested in, not only dissatisfied customers will become satisfied customers, but their number can be directly increased. By satisfying a group of these needs, you can turn them into loyal customers. It turned out that the company's need to have such customers is not hidden from anyone. The most important tool for measuring the performance of the after-sales service department of any company is to measure the level of customer satisfaction. This is not only useful for measuring the performance of the company's pre-sale services, but also for determining appropriate competitive strategies. In the last few years, this has been evaluated at the national level. The results of measuring customer satisfaction in many countries show the way to find the best and most balanced organizations and have provided criteria for making strategic decisions in order to evaluate and improve the competitive situation. In this context, the automobile industry in the world has been formed with such thinking and is growing and dynamic at an increasing speed, and this industry, along with all the activities of the customer or consumer, is seen as the continuation of this growth and movement. It is very clear that this attitude causes the efforts of all those involved in this industry to be more satisfied and meet the needs of customers or consumers..

Many companies are aware that after-sales service leads to loyalty and repeated purchases, but the services that are provided must be in line with customer expectations. Providing service to customers has always been important. Today's customers have more choices than customers in the past decades. This is due to more competition of products and services in the market. (Rangebrian, 1380) In new management theories, the high level of received services is defined according to customer needs and the customer has a central role in guiding the activities of the organization. (Anderson and others, 1381).

The customer often evaluates the level of service by comparing the service he received and the service he expected, so the purpose of improving the service level is to minimize the gap between the service perceived and expected by customers. On the contrary, customer dissatisfaction with the services provided can reduce the company's market share. Today, most companies are aware that one of the most important effective factors for competition in global markets is warranty services. One of the areas that has mainly focused on this issue is the automotive industry[5]. In fact, if Khodrosari wants to maintain and stabilize its after-sales service, it should be considered one of the best features of its products (Khosravi, 2012) and in all these companies, the use of the latest human technologies has become a strategy. For this reason, the production products of automobile factories have many similarities. (Adams [6], 2004) In addition, providing optimal customer service requires a system that has the pulse of the customer and makes accurate predictions to meet the customer's needs. (Parker, 1384).

So finding the answer to the following question will be the main goal of the writer:

What is the effect of service quality dimensions on customer satisfaction in Saipa Company.

1-3- Necessity and importance of research

It should be said about the necessity of conducting research in today's competitive conditions, which is expected to become more intense in the future, customer retention and customer satisfaction in organizations are important. If a customer is satisfied with the seller's company or institution, we consider its effects on the company's or institution's profitability in three ways: First, the satisfied customer conveys his satisfaction to others and indirectly advertises the company or institution. The leading companies in the world's automotive industry are trying to use the lever of after-sales service to create their satisfaction and loyalty, and to ensure optimal profitability. High levels of customer service are used as a tool to achieve competitive advantages. Many organizations and companies have realized the important point that providing quality services can bring them a strong competitive advantage, an advantage that leads to higher profits and is sufficient to achieve this important goal. Customers' expectations of the quality of services provided should be met or exceeded. (Katter and Armstrong, 1379, p. 817)

Perhaps Lewis and Baums are the first to define service quality as a measure of the level of compliance of the service provided with customer expectations, and also Morocridon defines quality as "consistently acting in accordance with or exceeding customer expectations". Parsuraman and others define the perceived quality as the customer's judgment about the superiority or overall advantage of an object, and in general, quality in service literature is conceptualized based on the perceived quality of services. This definition is different from subjective quality, which includes subjective components about events or objects. In fact, perceived quality is a comparison of perceptual performance with expected performance.