Designing an evaluation model of the effective factors on customers’ satisfaction with a system dynamics approach in the ceramic tile industry of Yazd province

 Introduction:

Therefore, the purpose of this study is to present a simulated model of factors affecting customer satisfaction based on dynamic methodology in order to analyze the factors and also improve customer satisfaction.

This research is applied in terms of purpose and analytical-descriptive in terms of data collection from the survey branch. First, the initial and proposed model was drawn based on the research background and literature. The statistical population in the present study includes three groups of experts and specialists, information and data and personnel of the ceramic tile industry in Yazd province. At first, a panel of experts (15-20) people were selected and dynamic and key variables affecting the model were identified through semi-structured interviews.While collecting statistical data and financial information, a questionnaire was prepared using the opinion of experts and measured using factor analysis.

through simulation by Vensim, show that factors that increase customer satisfaction include quality, product diversity, and on-time delivery and factors that decrease customer satisfaction include ceramic tile import from other countries, low quality, high price, and lack of on-time delivery.

Therefore, companies' attention to the model presented in this study can have a significant effect on increasing customer satisfaction. Managers can also play an effective role in increasing customer satisfaction by adopting strategic and creative policies.