Customer Satisfaction Measurement: Through Multi-Criteria Analysis Model (MUSA)

Subject Areas : Jounal of Marketing Management

M. Haghighinasab ¹ (استادیار، عضو هیات علمی دانشگاه الزهرا)
B. Abedin ² (دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی)، دانشکده علوم اجتماعی و مدیریت - دانشگاه الزهرا)

Received: 2014-05-26 Accepted : 2014-05-26 Published : 2008-03-20

Keywords: Customer, Satisfaction, services, Communications, Service Marketing, Marketing communications,

Abstract :

Communication Service Offices have been in effect since 2003 due to the government's privatization policy and in order to capture a better understanding of people's communication requirements and to improve the level of service quality, particularly in mobile communications. In collaboration with the Iranian Telecommunication Research Center, this study examines the level of satisfaction, relative to the services provided by these offices, for the first time in Iran. A survey was conducted to test the MUSA model (Multi criteria satiafaction analyses) which encompasses five key criteria: personnel, services, intangible services, access and image. The results demonstrate that customers are satisfied with overall services and with each of the five key satisfaction criteria for these offices.