AN INTEGRATED MODEL OF EFFECTIVE FACTORS IN CUSTOMER SATISFACTION CASE: IRAN KHODRO GROUP CUSTOMER SERVICE}

The main purpose of this paper is to propose an integrated model by using the existing important factors influencing customer satisfaction and customer loyalty. Its foremost theory contribution is using the most cited related literature and verifying the model in the automobile industry in Iran. In theory testing, for the model in a specific case study, by using an explanatory approach, experts' focus group prioritized the factors. After considering all existing factors in the relevant literature, results showed 9 factors to be included in the integrated model. ``Brand Equity'', ``Product Quality'', ``Service Quality'', ``Service Recovery'', ``Perceived Value''; ``Employee Satisfaction'', ``Effective Customer Relations'', ``Physical Environment'', and ``Distribution Channels'' are among the most used factors in customer satisfaction literature. For each factor, relevant literature was reviewed to develop an operational definition. The relevant factors with case conditions were selected and tested for the initial assessment of the validity and reliability of the integrated model. Test results showed that the proposed model may have an appropriate level of validity and reliability in this particular case study. Overall, the selected factors can predict more than 74% of customer satisfaction and more than 87% of customer loyalty changes.