نویسندگان

1 دانش‌آموخته کارشناسی‌ارشد، دانشکده مهندسی صنایع و سیستم‌های مدیریت، دانشگاه صنعتی امیرکبیر، تهران، ایران.

2 استاد، گروه مهندسی صنایع، دانشکده مهندسی صنایع و سیستم‌های مدیریت، دانشگاه صنعتی امیرکبیر، تهران، ایران.

3 استادیار، گروه مهندسی صنایع، دانشکده مهندسی صنایع و سیستم‌های مدیریت، دانشگاه صنعتی امیرکبیر، تهران، ایران.

چکیده

برنامه‌ریزی سود شرکت‌ها از طریق مدیریت رضایت مشتری براساس 4 گام اصلی 1- شناخت اجزای تشکیل‌دهنده رضایت مشتری، 2- اندازه‌گیری رضایت کلی مشتریان، 3- بررسی نحوه تأثیر رضایت کلی مشتری بر سطح عملکرد شرکت و 4- شناسایی پارامترهای اصلی قابل مانور بر رضایت مشتری و تهیه و تدوین برنامه سود شرکت است. محقق به همراه تیم تحقیقاتی شرکت ISQI نیازهای کنونی مشتریان از خدمات پس‌ از فروش را شناسایی کرده و میزان تأثیر هر یک از متغیرها را بر رضایت کلی مشتریان با توجه به گروه‌های درآمدی سنجیده است. سپس با استفاده از مدل‌های اقتصادسنجی متغیرهای مؤثر بر سود شرکت را به دست آورده که با توجه به نتاج به دست آمده مشاهده می‌گردد رضایت کلی مشتریان بیشترین میزان تأثیر را بر سود شرکت دارد؛ بنابراین با استفاده از معادلات ریاضی میزان تأثیر زیر متغیرهای رضایت کلی مشتری را بر سود شرکت به دست آورده است.

کلیدواژه‌ها

عنوان مقاله [English]

Provide an econometric model to plan the profits of automaker companies through customer satisfaction management, after sales services (Case study: Logan Pars Khodro)

نویسندگان [English]

  • mahnaz ebrahimi sadrabadi 1
  • Mir Mahdi Seyedesfahani 2
  • ali mohammad kimiagari 3

چکیده [English]

Planning companies’ profits through customer satisfaction management has 4 main steps of recognizing constitutive components of customer satisfaction, integration of components and measuring overall customer satisfaction, reviewing how overall customer satisfaction impacts level of performance and activity, and finally identifying main parameters capable of maneuver on customer satisfaction. These factors compiles planning of company's profits. Method used for modeling were econometric approach and mathematical equations. Case of this research is Pars Khodro’s Logan. The researcher, along with ISQI's research team, identified current needs of customers from after sales services. Impact of each variable on overall customers’ satisfaction according to income groups is measured. Then, using econometric models, the variables affecting the company's profit are obtained which according to results, overall customer satisfaction has the highest impact on company's profits. Therefore, using mathematical equations, the effect of the overall customer satisfaction sub-variables on the company's profit has been obtained. Eviews software is used for data analysis.
 

کلیدواژه‌ها [English]

  • Customer satisfaction
  • Profitability
  • After Sales Services
  • Econometrics
] Shamshiri, M. From Here to customer satisfaction is a many ways, the message of Iran Khodro. No. 76, p. 49, 2002. [2] Ismailian, M. Customer satisfaction survey of after sales service of automobile industry. http://www.isqi.co.ir/services/news, 2017/01/08. [3] Ltifi. A. customer satisfaction, www.parkerlatifi.com . 2016/05/03. [4] Kavoosi, M. R. & Saghaei, A. Methods of measuring customer satisfaction, 1 nd edition, Sabzan Publications. Tehran, 2005. [5] Cardozo, R. N. An experimental study of customer,effort, expectation and satisfaction. Journal of Marketing Research, 1965, 244–49. [6] Fornell, C. A national customer satisfaction barometer: The Swedish experienc. Journal of Marketing, 1992, 56(1), 6–21. [7] Anderson, E. W., Fornell, C., & Lehmann, D. R. Customer satisfaction, market share and profitability: findings from Sweden. Journal of Marketing, 1994, 58(3), 53–56. [8] Athaide, G. A., Meyers, P. W., & Wilemon, D. L. Seller–buyer interactions during the commercialization of technological process innovations. Journal of Product Innovation Management: AN INTERNATIONAL PUBLICATION OF THE PRODUCT DEVELOPMENT & MANAGEMENT ASSOCIATION, 1996, 13(5), 406-421.. [9] Goffin,New,C. Customer support and new product development—an exploratory study. Int.J.Oper.Prod.Mana, 2001, 21(3), 275–301. [10] Van Birgelen, M., de Ruyter, K., de Jong, A., & Wetzels, M. Customer evaluations of after-sales service contact modes: An empirical analysis of national culture's consequences. International Journal of Research in Marketing, 2002, 19(1), 43-64. [11] Gaiardelli Paolo, Nicola Saccani, Lucrezia Songini, Performance measurement systems in after sales service: an integrated framework, Int. J. Business Performance Management; 2007, 9(2), 145 -171. [12] Chougule, R., Khare, V. R., & Pattada, K. A fuzzy logic based approach for modeling quality and reliability related customer satisfaction in the automotive domain. Expert Systems with Applications, 2013, 40(2), 800-810. [13] Confente, Ilenia & Ivan Russo, After-sales service as a driver for word-of-mouth and customer satisfaction: insights from the automotive industry. Journal of Management Cases, 2015, 59. [14] Bandaru, S., Gaur, A., Deb, K., Khare, V., Chougule, R., & Bandyopadhyay, P. Development, analysis and applications of a quantitative methodology for assessing customer satisfaction using evolutionary optimization, Applied Soft Computing, 2015, 30, 265-278. [15] Murali, S., S. Pugazhendhi, and C. Muralidharan, Modelling and Investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty–A case study of home appliances business, Journal of Retailing and Consumer Services, 2016, 30, 67-83. [16] Ahmadi, Customer satisfaction path in commercial banks. Management Research in Iran. 2009, 11, 29-58. [17] Khodadad Hosseini, H. Designing a Customer Profit Model for an Organization: A Case Study of Electronics Industry in Iran. Management Research in Iran , 2013, 17, 73-94. [18] Fazli, Multi-index pre-processing using data mining (Case study: Third-party logistics selection in the procurement of warranty service of an electronic equipment manufacturing company). Modern Researches in Decision Making, 2017, Volume 2, Issue 3, Autumn. [19] Marcoulides, G. A. Discovering Knowledge in Data: an Introduction to Data Mining. 2005, 1465-1465. [20] Shahrabi, J. Data mining2, 2nd edition, Amirkabir Industrial University Jihad Publications, 2013, Tehran. [21] Ziyabakhsh, N. kimiagari, A. and Mahmoudi Azar, K. Presentation of the Scientific Method for Estimating the Objective Functional Rate of Working Capital of Industrial Companies; Case Study of Irankhodro and Saipa from Tehran Stock Exchange Automobile Companies, Third National Conference and Third International Conference on Management and Accounting of Iran, 2015.