Determination and Prioritization of Satisfaction Factors of Modiran Khodraw Car Manufacturer Campanies Using Fuzzy Analytical Hierarchy Process

Satisfaction of the members of distribution channel and mediators and officers of goods and services are influential factor that influences on performance of the parent companies. Also the appropriate performance of the channel members can be considered as a competitive advantage for producers. Therefore, the satisfaction factors of selling car companies can be classified in the two sections of quality of services and mixed marketing. Therefore, this study tried to determine and prioritize the satisfaction factors of sale agencies of Modiran Khodraw car manufacturer based on fuzzy analytical hierarchy process method. This study involves 2 main hypotheses and 8 secondary hypotheses. The first hypothesis indicates that services quality indexes are influential on satisfaction of sale representatives of Modiran Khodraw Company. The second hypothesis assumed that mixed marketing indexes are influential on satisfaction of sale representatives of Modiran Khodraw Company. Method of this research is survey method that the type of work is applied research. Population of this research is sale representatives of Modiran Khodraw car Manufacturer Company in the Tehran city. The statistical sampling method is simple random methodology. This research was performed in two stages that in the first stage satisfaction criteria were introduced using questionnaire. The questionnaire of satisfaction was distributed between 370 persons of sale representative members in the Tehran city (senior managers, middle managers, experts, and fixing and in the second stage using hierarchical tree a Fazi questionnaire was prepared from primary criteria of questionnaire. The Fazi questionnaire was distributed between 10 experts of senior managers of sale representatives and helping Fazi analytical hierarchy method satisfaction factors were introduced and prioritized. Result in the level of car Manufacturer Company services in the form of first hypothesis showed that the aspect of after sale services with 0.347 values are the most important index. Results in the level of car Manufacturer Company mixed marketing for second hypothesis showed that commercial advertisements and distributions with 0.426 values are the first and most important criteria in the mixed marketing level.