Evaluation of the Effective Factors on Customers' Satisfaction Using INDSAT Model; Case Study: Household Appliances' Customers of Mobarakeh Steel Company

Customers and consumers are always looking for suppliers who offer better products or
services to their clients. Lots of documents show that in today's competitive world, exploring
and meeting customers' needs and and requirements before other competitors, is the essential
condition for companies to be successful. vices provided by organizations is the assessment of
customer satisfaction. this study deals with identification and investigation of factors affecting
industrial customer's satisfaction at Mobarake Steel Company of Esfahan.
Statistical population included 125 company of the Household Appliances' Customers of
Mobarakeh Steel Company. Field methods and questionnaire were used to gather essential
information. In this study, 161 questionnaires were randomly distributed to Customers.
Eventually 117 questionnaires were returned. SPSS and Amos were used to analyze data
descriptively, assess the credibility of the model and test hypotheses. Results indicated that all
satisfaction factors (product- sales people- product-related information- order handlingtechnical services- interaction with supplier's internal staff- complaint handling) as the aspects
of have positive effects on overall customer satisfaction. Also, all of these factors are not of the
same preference to the customers; sales staff and product satisfactions the scored highest and
complaint handling the lowest.