Studying the conformity level of customer needs and organisation perception using a customer satisfaction index

Abstract

The aim of this study is to identify the conformity level of decision makers’ perception of customer needs and indicators of satisfying customers. For this purpose, the marketing and sales department of Esfahan Steel Company (ESCO) was selected for case study. The statistical population included clients and decision makers of the company. Technique for order of preference by similarity to ideal solution (TOPSIS) was used for data analysis. Main findings revealed that decision makers do not properly understand clients’ demands and expectations; and the actions have been taken based on imaginations rather than realities arising from customers’ expectations. Furthermore, there is no suitable process through which the customer priorities influence organisation’s strategies. Customers’ expectations were ranked and the results were taken for proposing priorities in developing suitable strategies and plans for continuous improvement. Copyright © 2021 Inderscience Enterprises Ltd.