Identification and ranking of factors affecting customer satisfaction in hand woven carpets (Case study: Chaharmahal va Bakhtiari province)

Mohammadisani, Maryam; mazroui nasrabadi, esmaeil; ghashghaeifar, Fathali

Volume 15, Issue 36 (3-2020) goljaam 2020, 15(36): 43-62 | Back to browse issues page

‎ 20.1001.1.20082738.1398.15.36.25.7

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Mohammadisani M, mazroui nasrabadi E, ghashghaeifar F. Identification and ranking of factors affecting customer satisfaction in hand woven carpets (Case study: Chaharmahal va Bakhtiari province). goljaam 2020; 15 (36) :43-62
URL: http://goljaam.icsa.ir/article-1-611-en.html

Identification and ranking of factors affecting customer satisfaction in hand woven carpets (Case study: Chaharmahal va Bakhtiari province)

Maryam Mohammadisani ^*

¹, Esmaeil Mazroui nasrabadi²

, Fathali Ghashghaeifar³

1- department of CARPET, faculty of Architecture and Art, university of Kashan, Kashan, Iran
2- department of management, faculty of humanities, university of Kashan, Kashan, Iran
3- department of carpet, faculty of Architecture and Art , university of Kashan, Kashan, Iran

Abstract: (2810 Views)

Customer satisfaction is essential for the survival of the organization. In recent years, Iran's hand woven carpet market has been occupied by rivals. This position is due to the lack of attention to customer satisfaction; hence, in this research, the identification and prioritization of the effective factors on the satisfaction of hand woven carpets customers is discussed. This research is done in two stages. In the first step, Delphi was used and in the second step, the Topsis method was used. The statistical population of this research in the first stage is handmade carpet experts and in the second step is hand carpet customers in Chaharmahal and Bakhtiari province. The first sample size is 15 people and the second sample size is 400 people using the Morgan table. The results of the research showed that the factors affecting the satisfaction of handmade carpets customers classified into 9 categories that are pre-sale, sales, after sales services, quality features, process characteristics, distribution system, economics, valuation, and artistic features. By using the Topsis method, the characteristics of the arts are all the more important and, in comparison with the whole of the factors, the component of the originality of the carpet is all the more important. As a result, it is proposed to work to preserve the originality of the handmade carpet, through the design and production of original carpets in accordance with the needs of today's customer and the prediction of its future needs.

Keywords: hand woven carpet, customer satisfaction, Chaharmahal and Bakhtiari province, artistic features, carpet originality

Full-Text [PDF 598 kb] (507 Downloads)

Type of Study: Research |
Received: 2019/06/5 | Accepted: 2021/01/3 | Published: 2021/01/3