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Asian Journal of Management
Year : 2016, Volume : 7, Issue : 2
First page : ( 110) Last page : ( 114)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2016.00016.0

Identifying and prioritizing the factors affecting customer orientation in Urmia production cooperatives and providing proper solutions by using hierarchical techniques

Doniavi Ali, Pourfatemi Akbar*

Islamic Azad University of Urmia, Department of Management, Iran

*Corresponding Author E-mail: saied_fatemi@yahoo.com

Online published on 21 July, 2016.


Customer-orientation is the most useful and the most appropriate strategy for activists in production. In fact, this sentence it can be stated a little powerful that customer is the basis for a foundation and a production system. A customer in industry is least asset. Today, the industry is obligated to see itself in the mirror of the customer and try to understand the wants and desires of the customers in comparative environment and make the client satisfy by the organization. The purpose of this research is to identify and prioritize the factors affecting customer satisfaction in production cooperatives in Urmia and providing solutions using hierarchy technique.

All production cooperatives in the city of Urmia were taken into account and comments of 51 experts and specialists was determined in different areas such as security of electronic services, the attractiveness of the service, ease of use of services, the stability of services, utility of systems, customer relationship, which was gathered by researcher made questionnaire. The opinions of experts were determined that based on comparisons of search criteria, security of electronic services has been the first priority and the second priority was system usefulness in long-term. The final weight was determined by choice items. Stability of electronic services and security of electronic services were in first and second priority, respectively. Privacy and system usefulness were at the next priority.



Production cooperatives, Analytic Hierarchy (AHP), Customer-orientation.


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