Identification and Evaluation of Indices of Customer Satisfaction in Commercial Ports Using ACSI Model (Case Study: Anzali Port)

The goal of this research is to measure the satisfaction characteristics of Bandar Anzali customers using the American Customer Satisfaction Survey Model. At first, the principles of customer satisfaction, library research, past studies, and the use of expert opinions and portraits from experts have been presented. Based on these information, a questionnaire was designed and used as a data gathering tool. The statistical population of this research is unspecified and includes all customers of Bandar Anzali. The number of samples was calculated to be 96. In order to analyze the data from the questionnaire, Kolmogorov-Smirnov statistical tests, binomial distribution (Success test), Friedman, Spearman correlation coefficient, Mann-Whitney, and Kruskal-Wallis test (H test) were used. According to the results of this research, the customers of Bandar Anzali have a good perception of their expectations in this port. The value received on their satisfaction and customer satisfaction in Anzali port increase their loyalty and reduce their complaints about the port. It was also found that the customers of Anzali port did not have a good understanding of the quality of the received (hardware, software, human resources) in this port. Development and updating of infrastructure, construction and services provided in the port in accordance with customers' requirements and international standards creation and expansion of knowledge management in the port with the aim of attracting and disseminating knowledge gained from customers in the port, continuous improvement of research and development In Bandar is one of the most important solutions for satisfying the customers of Bandar Anzali.