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INTERNATIONAL JOURNAL of ACADEMIC RESEARCH

Vol. 7. No. 1. January, 2015

Library of Congress Classification: HB1-3840, HD28-70

ANALYSIS OF THE FACTORS AFFECTING CUSTOMER
SATISFACTION: CUSTOMER RELATIONSHIP MANAGEMENT
APPROACH USING SYSTEM DYNAMICS MODEL
(Case study: Mobarakeh Steel Complex)
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EnsiyehTaki , Habib Allah Mirghafoori *, Ali Morovvati Sharifabadi

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Master of Science in Industrial Management, Faculty of Economics,
Management and Accounting, Yazd University,
Associate professor, Faculty of Economics, Management and Accounting, Yazd University,
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Associate professor, Faculty of Economics, Management and Accounting, Yazd University, Iran (IRAN)
*Corresponding author: [e-mail]
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DOI: 10.7813/2075-4124.2015/7-1/B.100
Received: 06 Nov, 2014
Accepted: 27 Dec, 2014
ABSTRACT
Currently, customer-oriented and customer satisfaction are among the fundam ental pillars of competitiveness of the organization.Therefore, many factors directly or indirectly affect the customer satisfaction that should be studied in the context of a dynamic system.This paper examines the factors affecting steel customer satisfaction in a dynamics system approach .Population studied in this research was sales and marketing experts. Vensim software which is derived from that dynamics system model was used. A number of factors affecting customer satisfaction based on customer relationship management were identified after literature review and expert opinions. Then, causal-effect plot was prepared.The causaleffect plot prepared, flow chart was prepared and then scenarios proposed by the steel industry were studied. In the end, using scenario analysis, practical suggestions for enhancing customer satisfaction in steel industry recommended.
Key words: Customer Satisfaction, Customer Relationship Management, System Dynamics, Flow Charts
1. INTRODUCTION
One of the fundam ental pillars of competitiveness of the organization is customer-oriented and customer

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