Compilation and validation of the model of communication and strategic components of the customer satisfaction of the after-sales service of Isaco company

Document Type : researcher

Authors
Mohammad Ali Firozian 1
Mohammad Ali Rahmanzadeh 2
Nasim Majidi Kahrodi 3
1 Doctoral student of Communication Sciences, Department of Communication Sciences, Islamic Azad University, North Tehran Branch, Tehran, Iran
2 Assistant Professor, Department of Communication Sciences, Islamic Azad University, North Tehran Branch, Tehran, Iran. (Author)
3 Assistant Professor, Department of Communication Sciences, Islamic Azad University, Central Tehran Branch, Tehran, Iran
Abstract
Every organization must provide benefits to customers, the same benefits that create the conditions for the continuation of the organization's life. It is more possible to improve any company with the voice and protest of customers than to leave it. This article has been carried out with the aim of compiling and validating the model of communication and strategic components of customer satisfaction with the after-sales services of Isaco company. The research method is a mixed qualitative and quantitative exploratory research. First, the components of the model were extracted through semi-in-depth interviews and thematic analysis with 17 experts using the purposeful and snowball sampling method, and then using the customer survey method with a sample size of 384 people and the statistical method of modeling structural equations with the help of software. SmartPLS validation was carried out and based on the results, the overarching themes of the model in order of importance are: strategic factors, advertising factors, parts and services factors, distribution chain factors, and social capital factors of the company. The relationship between the components was positive and significant, and the model has a strong fit

Keywords

Subjects

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Society Culture Media
Volume 12, Issue 48
Autumn 2023
Pages 269-294

  • Receive Date 08 June 2023
  • Revise Date 01 July 2023
  • Accept Date 09 August 2023