Developing a Model For Evaluating the Factors affecting Customers Satisfaction in After-sale Services of Automobile Industry in Iran: Case Study of Saipa Company

Nowadays, managing the relations between customers is a fundamental necessity in activities leading to the promotion in the chain of an organization. In fact, customers satisfaction and quality of services are considered as the vital issues in most industries and services. After-sales services will also become more important in near future in Iran and the survival of domestic automobile industry surely will be pledged providing its after-sales services and compatible with the consumers need respected to the increase of productions and entrance of foreign competitors. The goal of this research is to identify the factors affecting customers satisfaction in after-sales services of Sipa company and then to prioritize them by using AHP technique. The present research is practical and its methodology is analytical descriptive. In order to develop a new model for identifying effective factors in customers satisfaction, Gronroos, Lehtinen, Serqual and Gohnston models are combined along with interviews of 30 fully experts and their inspections in after-sale services of Saipa company to determine the criteria and indexes. Next, a survey is made by the experts of automobile industry about customers satisfaction and after-sale services by using AHP. Expert Choice Software is used to prioritize the main criteria and choices among competitors. As a result, main criteria respectively are as follows: access and time of access, courtesy and behavior of staff, cost of services, cleanse and appearance of services quality. Also, sub-criteria, contacting personnel has the highest priority and trustworthiness in the promised time has the lowest priority.