System dynamics modeling for assessment of customer satisfaction criteria at the level of comprehensive quality management

Success of comprehensive quality management is associated with the ability to learn, absorb, adapt and implement changes in organizational attitudes and their integration into the organization. The condition of the organization's success is to improve the company's performance in the area of ​​rapid accountability in a customer-focused organization and operations based on comprehensive quality management. The purpose of this study is to investigate and improve the quality of customer-orientation using the system's dynamical approach. In this study, by reviewing the theoretical literature and a survey of experts and experts, the criteria for customer expectations were identified. After identifying components and customer expectations variables, simulation was started by providing dynamic hypotheses and causal circles, flow diagrams, and mathematical equations were completed. For this purpose, the Vensim software dynamics model provides a way to find out the relationship between the factors associated with meeting customer expectations. The results of this research can be used for industries that intend to plan for meeting the expectations of customers at the level of comprehensive quality management.