Document Type : Research Article (Original Article)
Assistant Professor, Faculty of Management and Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran.
MSc in Systems and Productivity Management, Faculty of Management and Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran.
MSc in Business Administration.
In the current dynamic business environment, customer satisfaction (CS) is the primary and most important factor in the survival and growth of any organization from industry, academia or R&D institutions. By measuring customer satisfaction, organizations are able to get an indication of how successful they actually are in providing products to the market. The purpose of this study is to challenge with conventional and superficial view in terms of customer satisfaction measurement and to give a theoretical framework so that management of customer satisfaction is deepened for complex products with high technology. The present study is a mix research using extensive literature review, Delphi Method, polling the opinions of experts as well as using quantitative methods such as surveying. Our study showed that conventional opinion polling (using questionnaire) cannot be considered efficient for managing customer satisfaction. We propose a 3-steps approach: Initial step (questionnaire), middle step (expert panels) and the final step (site/field visits). These steps are complementary.
The main message in this paper is to focus on essential mechanism of customer active participation in improving quality of product and service instead of extremely focusing on the customer satisfaction index for measurement and improvement of customer satisfaction in organizations with complex products and high technology.