The Relationship between the Factors Affecting Customer Satisfaction for Dairy Products with Path Analysis (Case Study: Golestan Pegah Company)

Nowadays firms are successful in making a profit in the satisfaction of our customers in target markets further efforts. Given these facts, consumers will choose goods and services that are more consistent with their needs and expectations. Customer satisfaction is the key topics in the competitive world of today that could provide a boost. In this regard, considering that what may be effective in increasing customer satisfaction, it is important and necessary.

In the study will be discussed to survey relationship between effective factors on customers' satisfaction dairy products in Golestan Pegah Company. Based on the literature review, features and opinion leaders' dairy industry and offers a model was presented and data were collected through questionnaires. A sample size of 650 subjects were randomly selected among customers Golestan Pegah company and then analyze the data collected from the questionnaires, is done in surface descriptive and inferential statistics using software Spss16 and also confirmatory factor analysis (CFA) and path analysis using software Lisrel8.8.

The results showed that customer satisfaction is affected by two factors: product quality and service quality; that is, creating high quality products as well as high quality services, leads to customer satisfaction.

Originality/Value:

In this study, we tried to identify and categorize the factors affecting customer satisfaction about buying dairy products, to determine and prioritize each of these factors using customer feedback. This helps Pegah and other companies producing similar products to consider the most important factors to increase customer satisfaction.