Investigating The Increase In Customer Satisfaction and Trust and Its Relationship With The Quality of Superior Services Provided By The Organization Based on The Role of Emotional Commitment

The purpose of this research is to investigate the increase in customer satisfaction and trust and its relationship with the quality of superior services provided by the organization based on the role of emotional commitment. The current research is of an applied type from the point of view of the goal and descriptive-survey from the point of view of the method. The statistical population studied are the owners of modern heavy commercial vehicles of Iran Khodro Diesel Company, who go to authorized dealers of that company in the country to receive after-sales services. A questionnaire tool was used to collect information, and 196 owners of the mentioned cars answered the questions, and the results of statistical analyzes and tests indicate that there is a significant gap between the expectations of customers and their perception of quality. services, and this gap indicates that the quality of services received by customers was lower than their expectations. That is, the mentioned company has not been able to satisfy the customers in any aspect of service quality. Also, the priority of service quality factors is not the same on the Swedish satisfaction indicators from the customers' point of view, and respectively, the factors of reliability, responsiveness, assurance, sensations and emotional commitment have priority from the customers' point of view.