مقايسه ي ماهيت كيفيت خدمات با رضايت مشتريان: كاربرد نظريه ي سيستم خاكستري

A COMPARISON OF CUSTOMER SATISFACTION CONSTRUCT WITH PERCEIVED OVERALL QUALITY: AN APPLICATION OF THE GREY SYSTEM THEORY

Because of the pivotal role of services in the success of organizations in developed countries, higher quality ser¬vices have received greater attention. For this reason, understanding of service quality and its relation to cus¬tomer satisfaction has been the topic of a huge body of managerial research. So, by choosing customers of the Irankhodro authorized auto repair shop in the city of Is¬fahan as the research population, the degree of influence of each quality factor, as proposed by Parasuraman et al., (1985), on customer satisfaction and perceived over¬all service quality, was measured. The Grey system theory was used to analyze the data. The findings indicate that the ranking order of the qual¬ity factorsʹ influence on customer satisfaction was not the same for overall perceived quality, so, they concluded that there are two different constructs, as supported by previous studies.