مهدی باقری قلعه نوئی

Today, manufacturing or service organizations consider customer satisfaction as an important criterion for measuring the quality of their work and are gradually moving away from traditional marketing and tending towards relational marketing. Considering the importance of attracting and retaining customers using relationship marketing in organizations around the world, the present study was conducted to identify and prioritize the factors affecting customer satisfaction in relationship marketing in the after-sales service of a car company in Shiraz. The statistical population of this research is the customers of the company's after-sales service department in Shiraz and the data were collected through a questionnaire. Pearson correlation test and one-sample t-test were used to analyze the data and Friedman test was used to prioritize the factors affecting customer satisfaction in relational marketing; Kano model has also been used to prioritize the evaluation criteria of each of the factors affecting customer satisfaction. Findings show the positive effect of identified factors on customer satisfaction in relationship marketing and among these factors, trust has the greatest impact. Also in the group of basic requirements, coherence in providing quality services to customers and in the group of functional requirements, respect for customers and in the group of motivational requirements, providing reliable information to customers is very important. S