مجله مدیریت بازاریابی
پیاپی 3 (پاییز و زمستان 1386)

Tending to customer rightly overtax, Organizations gain new customers and keep their satisfation, ther fore based on created comptition, organization and companise should seeking suitable ways to customer’s absorption and mainenance. Thus it is vital for business success and it not succeed unless customer satisfaction measument and continous protection. In the competitive conditions, the satisfaction and customers loyalties are urgent need for profitability. Furthermore, the satisfaction measuremen available method are up crisp range, whereas loyalty measurement indexes are fuzzy, unclear and verbal which beable to say totally, measurement in fuzzy logic is more efficient.
The paper main goal is customers satisfaction measurement in Roozaneh Dairying Company which can use from research results all of manufacturer and service companies, further, applied goals of this research are: Customers Satisfaction, Fuzzy measuring effective factors on creating Roozaneh dairying Customers Satisfaction, prioritize effective factors on Roozaneh dairying customer satisfaction, comparing and comprehensive survey of results of Fuzzy logic and classic logic techniqes, ducumenting practical solution for practing effective factors on keeping customers and creating customers satisfaction.
Four hypothesises in the research to goal achievement are:1- There is a meaningful correlation between price and customer satisfaction.
2- There is a meaningful correlation between quality and customer satisfaction.
3- There is a meaningful correlation between Accessibility and customer satisfaction.
4- There is a meaningful correlation between customer complains and customer satisfaction.
After using satistical techinqes and analysing datas in both Fuzzy and classic methods by SPSS software, resulting to: to pass all of hypothesises, finally, seggested some offers for future researches.

Advertising is one of the critical factors for success of any organization, so that advertising plans is implemented with regarding effective factors such as marketing mix, environmental factors and marketing goals in consumer’s buying decision making process. In this paper a dynamic model for evaluating the effectiveness of using advertising media is introduced. In this model the media planning is employed based on internal and environmental parameters of organizations and their interactions, by using the expert’s consults as linguistic fuzzy values. A multiple criteria decision making model is used to assign optimal budget to advertising media

The present researches look into the examination of the relationship between working relationship quality with salesperson performance & job satisfaction and role of ASB behavioral model in sale for the first time in Iran. The whole Programming & activities of a business meet the good result by up port of sales. A perfect salesperson has certain specifications whose role is reflected in his or her performance. A main cause of efficiency or inability in the task of commerce & sales is in relation with the cultural & upbringing difference among countries & based on that the Adaptive Selling Behavior pattern has com up. The Adaptive Selling Behavior pattern is on the basis of customers’ desires. The Adaptive Selling Behavior pattern includes the suitable modifications in the salesperson’ s behaviors according to a customer’ s relation or the correction of the salesperson’ s with regards to customers’ reactions during the information’ s receiving along with the sales situation. The Working Relationship Quality emerges as mediator connecting Adaptive Selling Behavior performance & the role of Adaptive Selling Behavior in the sales performance, the relationship between Adaptive Selling Behavior, Working Relationship Quality & Salesperson Performance, Job Satisfaction of Salesperson has been analyzed by the use of 7 hypothesis & exploratory research project, surveying research approach & accidental sampling, the necessary information of 267 people was collected by the support of a valid & reliable questionnaire.
This information has also been analyzed by the use of regression coefficient tests & detailed regression coefficient. The achieved results indicate that:1- Adaptive Selling Behavior significantly has a positive relationship with Working Relationship Quality.
2- Working Relationship Quality significantly has a positive relationship with the Sales Performance & the salesperson’s Job Satisfaction.
3- With controlling the effect of Working Relationship Quality, Adaptive Selling Behavior significantly has a positive relationship with Sales Performance & Job Satisfaction.
4- With controlling the effect of Working Relationship Quality, there is a positive & significant relationship between Sales Performance & salesperson’s Job Satisfaction.

Many Iranian managers are worried about Iran beings accepted in world trade organization and the required changes they have to introduce within their institutes. Their main concerns have two reasons: on the one hand, they have to compete with well known international brands that are active in Iran. On the other hand, they have to deal with Iranian consumer's inclination, if not infatuation, towards the use of well known international brands.
Unfortunately, Iranian exporting companies had limited success in establishing their brands overseas. As reported in the literature, "Country of Origin" plays a more important role in consumers purchase decision, than quality or price. Hence, we will study the status of Iranian consumer's ethnocentrism in small appliances industry.
In this survey research, a sample of 384 consumers of small appliances in Tehran was chosen. 262 filled out and usable questionnaires were collected and analyzed. Data analysis was made with SPSS, using one sample t-test. Research findings indicate that in line with previous research findings in other developing countries, Iranian consumers evaluate Iranian made products as lower quality than similar products made in the developed countries such as France, Japan or Italy.

Today all the efforts that companies make to increase the quality of their products and obtain a competitive edge is to retain their customer which is other words means loyal customer. This goal is importance for car manufacturing companies and is achieved through departments of the company that have direct contact with the customers.
Sales representatives and after sales services carry out this obligation in near and far cities. The goal of this research is to recognize and prioritize factors that effect customer satisfaction regarding after sales services using the KANO model. (kano model is one that is based on customer needs or in other words quality characters of products are divided into: (Fundament requirement, Performance and Motivational) Current research because of type of functionality, description and domain is carried and in two phases. In the first phase based on different resources a questionnaire was designed and extracted. In the second phase after distribution of 384 people who had bought, Zantiya, Maxzima and Rio in the city of TEHRAN based on the sampling method were taken from 100 dealer ships. The findings of this research determine the effective factors on customers from its after sales services based on on KANO model. Furthermore, it categorizes the effectiveness of each factor based on a percentage system as follows:Motivation requirements
Performance requirement
Fundamental requirement