Approach about customer in the high and low performance organization in Isfahan province

Customer has a basic role in existence or absence of an organization. In the past years, organizations have sought to attract more customers and save their current customers. In this regard, organizations use different strategies and methods. Goal of this research is studying the difference between high performance organization in their approach about their customers with other ones and their opinion about their customers and their needs. In this regard two organizations of Keshvarzi and Melli banks of Iran were selected as high performance organizations which were in the list of best Iranian companies for 5 successive years by industries and mines ministry. And three other organizations which were not in the list were selected as low performance ones. Study type and evaluation method of theories and answering to research questions are descriptive – measurement from research method and nature view point, so for collecting information we used library methods, texts study and field methods such as questionnaire. Totally 160 questionnaires were distributed between managers and high rank personnel which 70 questionnaires were for high performance organizations and 90 questionnaire were for low performance organizations. Questionnaire stability is acceptable with 0.81 cronbach alpha. After data analysis with T test and SPSS software, the main theory was confirmed. Difference in insight about customer in high performance organizations and other ones had meaningful difference in 5% level. And the first theory, different methods of valuation for customer, and the second one, different attention to type of customer needs in high performance organization and other ones were 5%. With regard to collected data, high performance organizations make ordered valuation for their customers and pay attention to their long term needs more than other needs.