Assessing the Relationship Between Marketing Mix and Customer Satisfaction: Evidence from Iranian Dairy Companies

  • Esmaeil PishbaharEmail author
  • Roya Ferdowsi
  • Babollah Hayati
Part of the Perspectives on Development in the Middle East and North Africa (MENA) Region book series (PDMENA)


The aim of this study is threefold: identifying the effective factors of customer satisfaction with dairy products based on marketing mix elements, using the DEMATEL-ANP integrated techniques to determine the relative importance of each of these factors and using the TOPSIS to rank seven Iranian dairy companies based on the level of their customer satisfaction. We collected data from 500 dairy products’ consumers in Tabriz County. Our results show that the product and promotion criteria were ‘effective’ and between them, the ‘product’ criterion had a greatest impact on the other criteria, while the price and the location criteria were the ‘affected’ criteria. Also, the sub-criterion ‘product diversity’ in the product criteria, the ‘appropriate price’ sub-criterion in the price criteria, the sub-criterion ‘coordination of the distribution channel and timely delivery’ in the criteria place and the sub-criterion ‘advertising and promotional and incentive measures’ in the criteria promotion were more important. The results following the TOPSIS method show that PEGAH Company got the first place based on customer satisfaction, while MIHAN and KALE were in the second and third places. RAMAK, KOHSARAN, SUTICH and PAK were ranked next in terms of customer satisfaction.


Dairy companies Marketing mix Satisfaction Tabriz County 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  • Esmaeil Pishbahar
    • 1
    Email author
  • Roya Ferdowsi
    • 1
  • Babollah Hayati
    • 1
  1. 1.Department of Agricultural EconomicsUniversity of TabrizTabrizIran

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