Analysis of the Factors Affecting Customer Satisfaction in Steel Industry by Integrated Approach of Gray Relation Analysis and Fuzzy VIKOR

The present article has been conducted aiming at rating factors affecting customer satisfaction of the steel industry. Studying theoretical principles and background of the research show that many different factors are influencing satisfaction. Therefore, in this study only factors affecting approach to customer relationship management have been studied. In this study, the factors mentioned in Isfahan Mobarakeh Steel Complex were identified, using fuzzy Delphi method and rated combining the two approaches of gray relation analysis and fuzzy VIKOR. After analysis, the results show that timely delivery of goods, product quality, paying by credits, skills of salesperson, customer awareness, advice and technical support, quality of complaints investigation, customer relationship management, product diversification, speed of complaints investigation, customer training, increased centers of service and packaging products influence customer satisfaction in Mobarakeh Steel Complex, respectively.