The Evaluation of Effective Factors on Management Performance Regarding Communication with Customers and Presenting a New and Suitable Pattern for Measurement: A Case Study in the Electronic Industry

In the process of modern business, acquiring the customer’s satisfaction is considered vital as one of the goals of an organization, and senior managers know well that their success in achieving the major organization goals depends on their customers’ satisfaction.  On the other hand, it can not be said that all customers play equal roles in the organization success.  Therefore, the satisfaction of key customers is more important.  In each organization, a system should be designed to attract and keep the customers.  A system which manages the organization and the customers.  Nowadays, these systems are known as the systems of managing communication with customers.  The research question, here, is to investigate the effective factors on managing communication with customers, and the interaction among the factors.  The research population consisted of all buyers of Nokia cell phone in the city of Shiraz.  The necessary data related to the research subjects were gathered administering a questionnaire consisting of the following variables: customer’s expectation, apprehended quality, apprehended value, customer’s satisfaction, image, complaint, customer loyalty, and the managing performance regarding communication with customers.  The research was descriptive and correlational and its nature was applied.  The research had 13 hypotheses, and the statistical analyses confirmed all of them with 95% of confidence.