A Study of Factors Affecting Customer's Satisfaction with Fuzzy DEMATEL Method Khosravi Mohammad Amina, Najafi Seyyed Esmaeilb, Lak Hoseync, Khosravi Marziyed aStudent, Department of Industrial Engineering, Science and Research Branch, Islamic Azad University, Saveh, Iran bPh.D, Industrial Engineering, Science and Research Branch, Islamic Azad University, Tehran, Iran cStudent, Department of Industrial Engineering, Science and Research Branch, Islamic Azad University, Saveh, Iran dStudent, Department of Economy, Islamic Azad University, Marvdasht, Iran, Under consideration Saveh Science and Research Branch, Islamic Azad University Online published on 20 February, 2014. Abstract In its way of development, trade has achieved this basic concept that it should serve the customer to achieve its objectives at the highest possible level. What a manufacturer does for customers is not important; instead, what the customer thinks about the supplied goods and services is important. Companies try to satisfy customers in different ways. Some of them provide the customers with more benefits and some other provide an environment in which the customers have more enjoyment during purchase. In such a competitive environment all companies try to provide the ground for customers’ satisfaction and loyalty. This study examines the relation between the factors affecting carpet consumers’ satisfaction. For this purpose, the factors affecting customer's satisfaction were first identified by relying on Reynolds and Beatty customer's satisfaction model. Using DEMATEL fuzzy technique by the questionnaires distributed between the experts of management and carpet, measures were then taken to determine the effect of the aforesaid factors. The results obtained from data analysis indicate that there is a relation between consumer's interests and satisfaction and also between consumer's satisfaction and attitudinal loyalty, behavioral loyalty and word of the mouth advertising. The results also indicate that utility and emotional advantages are the factors that affect consumer's satisfaction. Behavioral and attitudinal loyalty and word of the mouth advertising are the factors which are influenced by the customer's satisfaction. As for customer's satisfaction, utility is considered as the most effective factor and behavioral loyalty is considered as the factor which is mostly influenced. Top Keywords Customer's satisfaction, Reynalds and Beaty, FUZZY DEMATEL. Top |