摘要：Nowadays, companies which try to provide better satisfaction and delight, to
their customer in the target market will be much more successful in acquiring
profit. Today, buyers have enormous options in choosing products and services,
and their expectations of products and services quality are far different from
the past. With regard to these facts, therefore, buyers will choose those
products and services which have the greatest conformity to their needs and
expectations. One of the main tasks of companies marketing department, is to
identify the factors which influence customers’ satisfaction and also to provide
the best solution to customers’ needs and wants. This survey had weighted and
ranked the factors which influence the satisfaction of the customers who had
purchased automobiles (namely PRIDE 141, XANTIA) from Sypa automobile
manufacturing company in Shiraz province during April of 2003 until April of
2005 (N = 1038), using AHP method. First of all, the influential factors of
customer satisfaction, using the existing sources and the company’s technical
experts’ viewpoints and decision making tree hierarchy, are outlined. Then, via
questioners and interviews, the necessary data are collected and then analyzed
using “Expert Choice” software. At the end, according the result of the survey,
the specifications of these automobiles had the greatest relative weight in
compare to other factors which influence the customer satisfaction and are of
more importance
关键词：Customer satisfaction ـ Pre,sale services ـ Product specifications ـ After,sale services ـ Products payment conditions
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