University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 The Feasibility of Implementing Electronic Marketing in The Fars Province Handmade Carpet Market The Feasibility of Implementing Electronic Marketing in The Fars Province Handmade Carpet Market 1 20 17763 FA Zeynab Bigham university of payame noore sheshde and ghare bolagh Habibollah Doai university of sistan and baluchestan Journal Article 2016 06 14 The purpose of the present research the feasibility of implementing electronic marketing has been in the Fars province Handmade Carpet market. this research is terms of purpose Applications and terms of data collection, descriptive – survey, Statistical population consists of 61 exporter and experts, that judgment sampling method was used to sample, Which ultimately were selected the 43 exporting and experts as The sample. The reliability was estimated using Cronbach's alpha coefficient of 94%. Tools and methods of data collection in the research is library ‌ observation and questionnaire. To describe the data from the frequency table , for the data analysis was used one-sample t-test and independent t-test. results indicate that the views of those involved in the carpet, to the implementation use Internet in activities related of customers, to the implementation use Internet in activities related of channels, to the implementation use Internet in activities related of marketing research, there is no in the Fars province carpet market and conditions are unfavorable. Finally, according to this study, it is recommended that of those involved in the carpet be trained for the implementation of electronic marketing and inform the advantages and opportunities of e-marketing. The purpose of the present research the feasibility of implementing electronic marketing has been in the Fars province Handmade Carpet market. this research is terms of purpose Applications and terms of data collection, descriptive – survey, Statistical population consists of 61 exporter and experts, that judgment sampling method was used to sample, Which ultimately were selected the 43 exporting and experts as The sample. The reliability was estimated using Cronbach's alpha coefficient of 94%. Tools and methods of data collection in the research is library ‌ observation and questionnaire. To describe the data from the frequency table , for the data analysis was used one-sample t-test and independent t-test. results indicate that the views of those involved in the carpet, to the implementation use Internet in activities related of customers, to the implementation use Internet in activities related of channels, to the implementation use Internet in activities related of marketing research, there is no in the Fars province carpet market and conditions are unfavorable. Finally, according to this study, it is recommended that of those involved in the carpet be trained for the implementation of electronic marketing and inform the advantages and opportunities of e-marketing. https://nmrj.ui.ac.ir/article_17763_e25abf569a77d285c285e44b7bf9a96b.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 A Robust Optimization Approach to Optimal Allocation of Marketing Budgets in Maximizing the CE A Robust Optimization Approach to Optimal Allocation of Marketing Budgets in Maximizing the CE 21 42 17772 FA Amir Albadvi Eisa Nakhaei Kamalabadi Fatemeh Eshtiaghy Journal Article 2016 06 14 Paying attention to the uncertainty available in the estimation of some factors, the current research puts forward robust models for allocation of costumer relation budgets related to acquisition and retention of costumers the aim is to maximize the customer equity. In fact, considering the real world conditions (which is instable practically) and because of the uncertainty available in estimation of some factors, the robust optimization approach is considered. After evaluating the robust optimization and using scenario-based robust approach (presented by Mulvey), a robust optimization method for budget would be presented. The comparison of the results of certain and robust models shows that the answers of the robust model are stable in all of the conditions. Organizations may use the findings of this research to: increase their profit in ling-run, raise their costumer acquisition and retention rates, set goals for their marketing plans and finally boost their market share. Paying attention to the uncertainty available in the estimation of some factors, the current research puts forward robust models for allocation of costumer relation budgets related to acquisition and retention of costumers the aim is to maximize the customer equity. In fact, considering the real world conditions (which is instable practically) and because of the uncertainty available in estimation of some factors, the robust optimization approach is considered. After evaluating the robust optimization and using scenario-based robust approach (presented by Mulvey), a robust optimization method for budget would be presented. The comparison of the results of certain and robust models shows that the answers of the robust model are stable in all of the conditions. Organizations may use the findings of this research to: increase their profit in ling-run, raise their costumer acquisition and retention rates, set goals for their marketing plans and finally boost their market share. https://nmrj.ui.ac.ir/article_17772_2ab9b332bbeef9a119b7c5cb7dce7d6a.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market 43 58 17765 FA Nasser Yazdani Shahed University Journal Article 2016 06 14  Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market  Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market https://nmrj.ui.ac.ir/article_17765_a3afb0b3759b48cb89421cc26c5b772d.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Designing a Fuzzy Expert System For Measuring E-Banking Service Quality Designing a Fuzzy Expert System For Measuring E-Banking Service Quality 59 88 17771 FA Alireza Hassanzadeh Shohreh Nasri Nasrabadi Ali Rajabzadeh Journal Article 2016 06 14 With dramatic development of information technology and its widespread applications, increasing dependence on information technology and the increasing complexity of technologies and services which used in organizations, the management of these technologies and services is more difficult. Hence,wiith the development of IT-based banking services,including electronic banking services,the requirement methods which evaluate the quality of these services in the organization has been increased. Therefore, in this study, a comprehensive model for more accurate measurement of e-banking service quality through an extensive literature review and questions from experts in this field is presented using Fuzzy Delphi Technique. In this regard,after the identification of relevant dimensions and criteria, since the traditional scale can not accurately evaluate the e-banking service quality in the terms of the uncertainty , these dimensions and criteria are to be fuzzified,then the fuzzy expert system conceptual model is presented.Finally, a fuzzy expert system with 5 fuzzy module and a graphical user interface is provided in MATLAB.The fuzzy expert system indicate the final status of e-banking service quality and the main dimension.In this paper, the application of this system has been has been examined in the Sina bank. Finally by calculating expert system errors, optimum performance of designed fuzzy system has been approved which is evaluated by sina bank information. With dramatic development of information technology and its widespread applications, increasing dependence on information technology and the increasing complexity of technologies and services which used in organizations, the management of these technologies and services is more difficult. Hence,wiith the development of IT-based banking services,including electronic banking services,the requirement methods which evaluate the quality of these services in the organization has been increased. Therefore, in this study, a comprehensive model for more accurate measurement of e-banking service quality through an extensive literature review and questions from experts in this field is presented using Fuzzy Delphi Technique. In this regard,after the identification of relevant dimensions and criteria, since the traditional scale can not accurately evaluate the e-banking service quality in the terms of the uncertainty , these dimensions and criteria are to be fuzzified,then the fuzzy expert system conceptual model is presented.Finally, a fuzzy expert system with 5 fuzzy module and a graphical user interface is provided in MATLAB.The fuzzy expert system indicate the final status of e-banking service quality and the main dimension.In this paper, the application of this system has been has been examined in the Sina bank. Finally by calculating expert system errors, optimum performance of designed fuzzy system has been approved which is evaluated by sina bank information. https://nmrj.ui.ac.ir/article_17771_d86bcd3ccc2edbfb2c2f736c1ff5188b.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Applying new hybrid method of analytical hierarchy process, Monte Carlo Simulation and PROMETHEE to prioritize and selecting appropriate target market Applying new hybrid method of analytical hierarchy process, Monte Carlo Simulation and PROMETHEE to prioritize and selecting appropriate target market 89 106 17769 FA Zahra Naji-Azimi Alireza Pooya Amir Kariznoee Journal Article 2016 06 14 Making decision to choose the appropriate target market is one of the key decisions in the success of firms, which has direct effect in the amount of their profits. The aim of this paper is to introduce and use of new hybrid method of AHP, Monte Carlo simulation and PROMETHEE to prioritize cities to establish retailers, considering different indices. The problem of this study is related to a factory, constructing premade pieces of buildings, that to introduce and distribute its new products is searching the new retailers in different cities. To prioritize cities, with the interview with experts and the studying of the previous works the indices have been determined and the hierarchy pattern has been made. Then using the hybrid method of AHP and Monte Carlo simulation the weights of the indices have been determined and then using PROMETHEE method the best city has been chosen and the other ones have been prioritized. From the benefits of the new introduced hybrid method with respect to other ways of selecting target markets is decreasing the risk and increasing the power of decision making. Making decision to choose the appropriate target market is one of the key decisions in the success of firms, which has direct effect in the amount of their profits. The aim of this paper is to introduce and use of new hybrid method of AHP, Monte Carlo simulation and PROMETHEE to prioritize cities to establish retailers, considering different indices. The problem of this study is related to a factory, constructing premade pieces of buildings, that to introduce and distribute its new products is searching the new retailers in different cities. To prioritize cities, with the interview with experts and the studying of the previous works the indices have been determined and the hierarchy pattern has been made. Then using the hybrid method of AHP and Monte Carlo simulation the weights of the indices have been determined and then using PROMETHEE method the best city has been chosen and the other ones have been prioritized. From the benefits of the new introduced hybrid method with respect to other ways of selecting target markets is decreasing the risk and increasing the power of decision making. https://nmrj.ui.ac.ir/article_17769_6410c4baf1a8940359065f9b18b228a1.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 The effect of marketing capabilities on sense-making and shaping the creative and timely marketing strategy The effect of marketing capabilities on sense-making and shaping the creative and timely marketing strategy 107 128 17768 FA Masoumeh Hosseinzadeh Masoumeh Habibi Vajihe Heydari Journal Article 2016 06 14 Organizations with great sense-making can communicate the market and gain the necessary strategic information. Evidences show that sense-making organizations have higher levels of critical marketing capabilities (selling capability, marketing capability, market research capability, product development capability, pricing capability, distributing capability, promotion capability) rather than other organizations. This study is applied research. The population under study are exporter companies of ceramic tiles and sanitary porcelain, and required information is collected by standard questionnaire. Data analyzed with LISREL software, and also structural equations and confirmatory factor analysis method are applied in this study. Final results approved that selling capability, marketing capability, distributing capability and market research capability have an increasing impact on sense-making in tile and ceramic industry. On the other hand, companies with noticeable sense-making, were able to present creative and on time marketing strategies. Tile and ceramic companies must try to improve these capability, so the level of innovation and properness in their marketing strategy improves. Organizations with great sense-making can communicate the market and gain the necessary strategic information. Evidences show that sense-making organizations have higher levels of critical marketing capabilities (selling capability, marketing capability, market research capability, product development capability, pricing capability, distributing capability, promotion capability) rather than other organizations. This study is applied research. The population under study are exporter companies of ceramic tiles and sanitary porcelain, and required information is collected by standard questionnaire. Data analyzed with LISREL software, and also structural equations and confirmatory factor analysis method are applied in this study. Final results approved that selling capability, marketing capability, distributing capability and market research capability have an increasing impact on sense-making in tile and ceramic industry. On the other hand, companies with noticeable sense-making, were able to present creative and on time marketing strategies. Tile and ceramic companies must try to improve these capability, so the level of innovation and properness in their marketing strategy improves. https://nmrj.ui.ac.ir/article_17768_d04bdee8d1c6e6bca8aae32f478ddfc9.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company) Investigating effects of relationship marketing tactics on customer satisfaction and loyalty(Iran Insurance Company) 129 148 17766 FA Amir Akbari Mazandarn university Soheil Nejat Tehran university Meysam Shirkhodaie Mazandarn university Journal Article 2016 06 14 Nowadays, most insurance companies due to the rapid changes in competitive situations and conditions prevailing in the market have given priority to attract and retain business customers because without a doubt this way is the best way to increase their profitability. Insurance companies in order to ensure continuity of relationships with customers, following the design and implementation of strategies that will continually improve its relationships with policyholders. this study is an applied research with descriptive analytical methodology. A structural equation modelling approach is employed to examine the relationship posited in this study. this research was carried out among Iran Insurance Company policyholders in Ghaemsgahr city and 400 questionnaires were distributed to collect data. the collected data were analyzed through SPSS22 and LISREL8.8. the result of research showed that perception of price and suggested value ​​are meaningful positive impact on satisfaction and satisfaction on loyalty. Nowadays, most insurance companies due to the rapid changes in competitive situations and conditions prevailing in the market have given priority to attract and retain business customers because without a doubt this way is the best way to increase their profitability. Insurance companies in order to ensure continuity of relationships with customers, following the design and implementation of strategies that will continually improve its relationships with policyholders. this study is an applied research with descriptive analytical methodology. A structural equation modelling approach is employed to examine the relationship posited in this study. this research was carried out among Iran Insurance Company policyholders in Ghaemsgahr city and 400 questionnaires were distributed to collect data. the collected data were analyzed through SPSS22 and LISREL8.8. the result of research showed that perception of price and suggested value ​​are meaningful positive impact on satisfaction and satisfaction on loyalty. https://nmrj.ui.ac.ir/article_17766_f1d5c4f48569f6391184d2bdb042be9d.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Investigating the Customer Loyalty Model in the Chain Stores of Iran Investigating the Customer Loyalty Model in the Chain Stores of Iran 149 168 17767 FA Ali Sanayei Alireza Haddadian مشهد-میدان آزادی-پردیس دانشگاه فردوسی- دانشکده علوم اداری و اقتصادی-گروه مدیریت Amirhossein Bagherieh Journal Article 2016 06 14 The purpose of this paper is to investigate customer loyalty model for the chain stores of Iran according to factors include perceived value, customer satisfaction, perceived quality, store image, customer relationship, perceived equity, trust and store atmosphere as preconditions of loyalty and brand preference, repurchase intention, word of mouth referral and expected switching cost as consequences of customer loyalty. This study is applied research and descriptive - correlation in terms of purpose and methodology. The statistical population includes Customers of three chain stores, Refah and Shahrvand and Etka, in five big city of Iran includes Tehran, Mashhad, Isfahan, Tabriz and Shiraz and the sample was calculated for 1227 persons. Data collected by questionnaire and it is use structural equation model (SEM) and Lisrel for hypothesis analysis. The result show in the chain stores both trust and satisfaction have direct impact and store atmosphere, perceived quality and perceived value has indirect impact on customer loyalty. Moreover, influence of relationship, image and equity has not supported. In addition, brand preference, expected switching cost and word of mouth referral are direct consequences and repurchase intention is indirect of customer loyalty. The purpose of this paper is to investigate customer loyalty model for the chain stores of Iran according to factors include perceived value, customer satisfaction, perceived quality, store image, customer relationship, perceived equity, trust and store atmosphere as preconditions of loyalty and brand preference, repurchase intention, word of mouth referral and expected switching cost as consequences of customer loyalty. This study is applied research and descriptive - correlation in terms of purpose and methodology. The statistical population includes Customers of three chain stores, Refah and Shahrvand and Etka, in five big city of Iran includes Tehran, Mashhad, Isfahan, Tabriz and Shiraz and the sample was calculated for 1227 persons. Data collected by questionnaire and it is use structural equation model (SEM) and Lisrel for hypothesis analysis. The result show in the chain stores both trust and satisfaction have direct impact and store atmosphere, perceived quality and perceived value has indirect impact on customer loyalty. Moreover, influence of relationship, image and equity has not supported. In addition, brand preference, expected switching cost and word of mouth referral are direct consequences and repurchase intention is indirect of customer loyalty. https://nmrj.ui.ac.ir/article_17767_1a1bd900865a949ddd693d6688ccbf1c.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Study of the Effect of Brand Equity Drivers on University Brand Resonance (Case Study:Amir Kabir university, Sharif university, Tarbiat Modares university, Tehran university) Study of the Effect of Brand Equity Drivers on University Brand Resonance (Case Study:Amir Kabir university, Sharif university, Tarbiat Modares university, Tehran university) 169 182 17770 FA Asqar Moshabaki Hamid Khodadad Hosseini Mojtaba Karimian Journal Article 2016 06 14 Branding in business of institutions of higher education is one of the issues that recently have been attracted by many researchers and therefore administrators must conduct in depth studies and take effective steps in order to devise a brand strategy so that they can make a strong brand for universities. Thus, this article investigated the quality of branding and presented suggestions to improve the brand resonance of university. The main objective of the study is to show that how brand resonance can assist in developing the brand. Moreover, it aims to determine the drivers of the brand resonance in views of the students for Iran universities and take steps to build a brand resonance. After providing a questionnaire, quantitative data was collected by analyzing the comments of 475 MA and Ph. D. students in authentic universities (Tehran, Tarbiat Modares, Sharif, and Amir Kabir) in order to examine the model. Results indicated that factors of brand associations, brand affect, brand superiority, and brand identification had a significant positive effect on the brand resonance. Branding in business of institutions of higher education is one of the issues that recently have been attracted by many researchers and therefore administrators must conduct in depth studies and take effective steps in order to devise a brand strategy so that they can make a strong brand for universities. Thus, this article investigated the quality of branding and presented suggestions to improve the brand resonance of university. The main objective of the study is to show that how brand resonance can assist in developing the brand. Moreover, it aims to determine the drivers of the brand resonance in views of the students for Iran universities and take steps to build a brand resonance. After providing a questionnaire, quantitative data was collected by analyzing the comments of 475 MA and Ph. D. students in authentic universities (Tehran, Tarbiat Modares, Sharif, and Amir Kabir) in order to examine the model. Results indicated that factors of brand associations, brand affect, brand superiority, and brand identification had a significant positive effect on the brand resonance. https://nmrj.ui.ac.ir/article_17770_fa3a47ec26fc640427ca5b8666fe571c.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Devising a model brand loyalty in tires industry: the adjustment role of customer perceived value Devising a model brand loyalty in tires industry: the adjustment role of customer perceived value 183 200 17773 FA Elaheh Qahri Shirinabadi Hssein Farsizadeh Mahdi Dehghani Soltani Davoud Feiz Journal Article 2016 06 14 Today, brand discussion is highly considered by companies and market agents. Different factors such as customers’ loyalty to brand impact on brand and the increase in sale and profit. Present paper aims at studying the impact of brand experience, trust and satisfaction on brand loyalty to Barez Tire Company in the city of Kerman as well as providing a model for this case. Research population consists of all Barez Tire consumers in Kerman. The volume of the sample was 171 for which simple random sampling was used. Data collection tool was a standard questionnaire and for measuring its reliability, Chronbach’s alpha was used. Present research is an applied one in terms of purpose and it is a descriptive and correlative one in terms of acquiring needed data. To analyze data, confirmatory factor analysis (CFA) and structural equation model (SEM) in SPSS and LISREL software were used. The findings indicate that brand experience, brand trust, and brand satisfaction impact on brand loyalty to Barez Tire Brand in the city of Kerman significantly. Noteworthy, the impact of these factors is higher when considering the role of the perceived value moderator. Today, brand discussion is highly considered by companies and market agents. Different factors such as customers’ loyalty to brand impact on brand and the increase in sale and profit. Present paper aims at studying the impact of brand experience, trust and satisfaction on brand loyalty to Barez Tire Company in the city of Kerman as well as providing a model for this case. Research population consists of all Barez Tire consumers in Kerman. The volume of the sample was 171 for which simple random sampling was used. Data collection tool was a standard questionnaire and for measuring its reliability, Chronbach’s alpha was used. Present research is an applied one in terms of purpose and it is a descriptive and correlative one in terms of acquiring needed data. To analyze data, confirmatory factor analysis (CFA) and structural equation model (SEM) in SPSS and LISREL software were used. The findings indicate that brand experience, brand trust, and brand satisfaction impact on brand loyalty to Barez Tire Brand in the city of Kerman significantly. Noteworthy, the impact of these factors is higher when considering the role of the perceived value moderator. https://nmrj.ui.ac.ir/article_17773_9dacff218fed76405be288ad01d42ff0.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Developing a model of factors affecting the customer satisfaction in traditional and electronic banking Developing a model of factors affecting the customer satisfaction in traditional and electronic banking 201 218 17774 FA Morteza Mousakhani Hamed Heidari Journal Article 2016 06 14 Electronic banking is among the major electronic services in electronic commerce, but the lack of appropriate tool for measurement of customer satisfaction in banking industry has diminished the speed of electronic banking development. This study aims at investigating the factors affecting the customer satisfaction in traditional and electronic banking industry in order to determine the factors which lead to the customer satisfaction. Therefore, the factors, namely, the traditional service quality with six dimensions, the electronic service quality with three dimensions, customer satisfaction, loyalty and trust are extracted according to the literature review, and the structural equation modeling is implemented on this basis. The statistical population of research consists of customers in one of the private banks and 242 subjects are selected as the samples. The data analysis is performed by partial least squares-structural equation modeling technique (PLS-SEM) using Smart PLS software. The data analysis results indicate that one dimension of electronic service quality including the telephone banking quality affect the customer satisfaction and two dimensions of traditional service quality including the complaint management and tangibility also have impact on the customer satisfaction. Moreover, the impact of customer satisfaction on the customer trust and loyalty is approved in this study. Electronic banking is among the major electronic services in electronic commerce, but the lack of appropriate tool for measurement of customer satisfaction in banking industry has diminished the speed of electronic banking development. This study aims at investigating the factors affecting the customer satisfaction in traditional and electronic banking industry in order to determine the factors which lead to the customer satisfaction. Therefore, the factors, namely, the traditional service quality with six dimensions, the electronic service quality with three dimensions, customer satisfaction, loyalty and trust are extracted according to the literature review, and the structural equation modeling is implemented on this basis. The statistical population of research consists of customers in one of the private banks and 242 subjects are selected as the samples. The data analysis is performed by partial least squares-structural equation modeling technique (PLS-SEM) using Smart PLS software. The data analysis results indicate that one dimension of electronic service quality including the telephone banking quality affect the customer satisfaction and two dimensions of traditional service quality including the complaint management and tangibility also have impact on the customer satisfaction. Moreover, the impact of customer satisfaction on the customer trust and loyalty is approved in this study. https://nmrj.ui.ac.ir/article_17774_73a281d858af0a3a9cebcaeebf7a79e7.pdf

University of Isfahan New Marketing Research Journal 2228-7744 5 1 2015 05 22 Prioritizing Effective Factors on Kaleh Company Customer Loyalty Prioritizing Effective Factors on Kaleh Company Customer Loyalty 219 234 17764 FA Mahmoud Yahyazadehfar Hassan Aghajani Abdollah Rezaei Journal Article 2016 06 14 In every kind of organization, whether productive or servicing, the most significant factor for maintaining and developing a company is its customers, so that in case a company will succeed in maintaining customer satisfaction and loyalty, it will provide the background for its long-term permanence. Based on the significance of customer loyalty, the present research mainly aims to prioritize effective factors on customer loyalty in Kaleh Company, using FAHP technique. Statistical population of the study included 10 experts of Kaleh Company, based on which the related questionnaire was designed. Then by the use of the required data gathering, the factors were prioritized and the model explained. Among factors effective on customer loyalty, quality of the services ranked first, customer satisfaction and innovation in presenting the products ranked second, maintaining customers’ trust ranked third, relation with customers and fast and easy servicing to them ranked fourth, variety of the products ranked fifth, positive proceeds of the company ranked sixth and superficial characteristics of the products ranked seventh, in respondents’ view. Managers of Kaleh Company should pay more attention to the quality of their productions and study more on the ways to improve customer satisfaction. Customers are the vital forces of all organizations and meeting their satisfaction is one of the most important aims of each company. In every kind of organization, whether productive or servicing, the most significant factor for maintaining and developing a company is its customers, so that in case a company will succeed in maintaining customer satisfaction and loyalty, it will provide the background for its long-term permanence. Based on the significance of customer loyalty, the present research mainly aims to prioritize effective factors on customer loyalty in Kaleh Company, using FAHP technique. Statistical population of the study included 10 experts of Kaleh Company, based on which the related questionnaire was designed. Then by the use of the required data gathering, the factors were prioritized and the model explained. Among factors effective on customer loyalty, quality of the services ranked first, customer satisfaction and innovation in presenting the products ranked second, maintaining customers’ trust ranked third, relation with customers and fast and easy servicing to them ranked fourth, variety of the products ranked fifth, positive proceeds of the company ranked sixth and superficial characteristics of the products ranked seventh, in respondents’ view. Managers of Kaleh Company should pay more attention to the quality of their productions and study more on the ways to improve customer satisfaction. Customers are the vital forces of all organizations and meeting their satisfaction is one of the most important aims of each company. https://nmrj.ui.ac.ir/article_17764_0c8a0c863d0a3931d0b7594f8588a5d5.pdf