Presentation of a Model based on Fuzzy Cognitive Map for Analyzing the Factors Affecting the Customer Satisfaction of the Container Terminal (Case Study: Bushehr Province Department of Ports and Mnitime organization)

The current economic situation of the country, the growth of container terminals and the competitive market of this industry, obliges container terminal managers to keep their current customers and absorb new customers to save the interests of the organization. Since the customer satisfaction of container terminals has complex and various factors, the present study is determined and identified the degree of influence among factors of customer satisfaction with fuzzy cognitive map (FCM). This study are Identified the factors related to customer satisfaction of the container terminal through studying the library and interviewing experts and then the degree of influence of each factors on each other by using the interview with experts of container terminal in bushehr province are determined. Then the matrix obtained in Fcmapper software and the fuzzy cognitive map is drawn. Three important indicators are centrality identified in terms of operator performance, speed of unloading and loading operations, and service quality, respectively, such that managers will pay special attention to these indicators when policy are taken. The present research is enabled the container terminal managers of bushehr province to using centralized indexes and identifying effective clusters in the fuzzy cognitive map to apply appropriate policies to increase customer satisfaction. According to this, two important clusters are recognized and suggested to management in order to increase customer satisfaction.Also, using of modern equipment and supervising cargo handling is useful to increase the competence of the staff.