عنوان مقاله [English]
Progress, development, change and rate are of the signs of the modern world. These progress, development and change have penetratedto management and marketing principles. Today many of the concepts, theories and in generalmanagement literature areoriented and rewriting on customer base.In today's competitive world, companies are successful that are able to provide more valuefor customers and able to present more reasons to them until they can motivatethem to buy and create long-term relationship with the company.
Any organization first must determine needs, wants and interests of their target markets; and then be providedthis needs and wants more efficient and effectivein compare with rivals and to way thatbe improved the survival and welfare of consumers.
This article is a descriptive survey research and was undertaken in the area ofcenterssale.The survey population is including customers of emporium of a military organization that using the random sampling method, 40 individuals were selected.After distributing the questionnaire, data was collected and the descriptive- Analysis statistics methods were used to analyze status of customer satisfaction of sales center. After reviewing and analysis of various models of customer satisfaction in worldwide and Iran, the influencing factors that have the most important role in customer satisfaction of sales centers as a public institutionhave been identified.The customer satisfaction model of sales centers was designed based on Scalp modelwhich includes six diverse: staff performance, compliancecontrols, communications, advertising, services and concrete factors and 33 indicators.
The results suggest that among the six identifiedfactors,two components includingcommunications and advertising have lower ranks than other components in the satisfaction of customers. Also prioritizing of components shows that the performance of employees plays the most important role on the customer satisfaction of sales centers.
Therefore by eliminating the weaknesses of communications and advertising and enhancing the strengths of the categories of sales centers to customerwe couldproceed to the appropriate step to increase maximum satisfaction of customer of sales centers.