Customer satisfaction model indsat&deming and improving customer satisfaction index in industrial marketing (case study: Arya Control Company)

A. Aminpour1, S.J. Hosseini1, A.S. Zeinolabedin1
1. College of Human Science, Saveh Branch, Islamic Azad University (Saveh, Iran)
Innovations in Marketing
67 - 75

The aim of this article is to identify and explore this matter that how taking corrective and preventive actions in all parts of organization according to results of customer satisfaction measurement ( CSM ) can increase the level of customer satisfaction.
For this purpose , Arya Control company was selected as a case study. This company is the first company in Iran which produces elevator control panel since 24 years ago. Customers of the company are elevator companies who are working in elevator market of Iran and Middle East. So relation between company and its customers is a kind of  B2B  model.
As a project manager of this research, For achieving to comprehensible  results, we designed the project and divided it to different parts such as below:
1- Part one : Collect voice of customers ( VOC )
For collecting voice of customers, I did something such as : A) Meet customers in their office , In syndicate , In exhibitions of elevator industry ….. and talk to them directly to find what is their concern in relation with Arya control company – B ) Analysis available documents in company about complain or offers of customers – C ) Get feedback from sales staff and also after sales technicians about customers opinion because they knew each customer very well –D ) Research  and study all the markets of all provinces of country by knowing this fact that each market has its own features to find manners and tastes of customers of each province.
2- Design of questionnaire according to academic and practical customer satisfaction model and collected VOC. Because the case study was an industrial unit and belongs to industrial market, I chose INDSAT model which is special model for measuring satisfaction of customers of industrial units in 7 dimensions and items related to each dimension (usually 27 items).
My innovation is combining INDSAT model with another model ( DEMING) and make new integrated model which consider weight of each item according to customer’s opinion. This matter will effect on final results and makes final results more realistic .And also company knows which item is more important or less important for customers  because weight of each item is different by another item and it is not logical to consider all items with same importance . It was the first time that this integrated model used in industrial market of Iran , At least for elevator industry and the result was interesting and very useful.
3- Classify all  customers to 4 sections include:  A ) Elevator companies which only buy our products-B) Elevator companies which consume our products and also products of other competitors – C) Sundries stores which buying our products from our agencies and sell in the market – D ) Our agencies around the country
I used AHP (  Analytic Hierarchy Process ) algorithm to found which customers group are more important  for us and finally according to AHP  result two groups of customers were selected ( A & D )
4- Selecting sample based on available sampling methods. Statistical population of this research include 12 Sales agencies and 125 elevator companies as customers (137 customers totally ,Both A and D groups) in the entire country . A sample including 76 customers was determined based on available sampling methods. Research was done on the 76 customers in both steps.
5- Fulfill of CSM procedure by filling the questionnaire by all 76 selected customers.
6- Analysis the results , Define weak and strength  points of each process of all company
7- Report to process owners and commit them to perform corrective and preventive actions in all process according to results of customer satisfaction index and amount of customer satisfaction of each items of related process.
8- After 3 months of finishing company reforms, Phase 2 was start . I put this gap until customers can feel the changes. In this phase i did the CSM procedure again with exactly same 76 customers ( By knowing this fact that all of the 76 customers after reforms in organization had interaction with company and all of them bought various products),  Only with this different that in this phase we did not collect weight of each items again because we considered weight and importance of each item as a permanent factor without change  and  because that we did not need to recollect them again , So in this phase we only collect the amount of satisfaction of customers about each item. 
According to results , CSI ( Customer Satisfaction Index ) was obtained from the second phase was more than first phase. In other words, It can be said that the corrective and preventive actions have positive effect on customer satisfaction in the second phase based on the results of the first survey.
By the way, for  further researches, Researcher who want to have study in this case can collect VOC from end users and design the questionnaire according to end users opinion. We propose to researcher also , To consider results of  descriptive statistics such as age or education level of responders and analyses their questionnaire  according to this features.

customer, satisfaction, Indsat, Deming, CSI, industrial marketing

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