Identifying the customer satisfaction factors in furniture market

Main Article Content

Majid Azizi Seyed Alireza Dehghan Mohsen Ziaie Nematollah Mohebi


Purpose – the purpose of this research is to identify the influential factors on customer satisfaction in the Iranian furniture market in order to get acquainted with the fundamental items for planning future sales programs with the purposes of extolling competitive advantages.

Design/methodology/approach – A commixture of 6 items and 31 factors were educed from interviewing with 20 experts in furniture designing and manufacturing industry. The collected data from customer need indexes in previous research were also used.

Findings – results showed that such factors as economic factors weighting 0.32, product specifications weighting 0.21 and credibility weighting 0.19 were the most important indexes and price weighting 0.195, fame weighting 0.131, quality, durability and resistance weighting 0.116, paying conditions weighting 0.095, designing and decorating in virtual softwares before ordering weighting 0.074, updatedness weighting 0.064 and interaction approach with the weight of 0.42 were the most considerable influential sub-indexes on the satisfaction of the Iranian furniture market customers.

Research limitations/implications – by the enhancement of competition throughout the world markets and the inevitable presence of Iran in it, the market activists’ concentration should shift towards paying comprehensive attention to desires and needs of furniture market customers.

Practical implications – some important issues on planning suitable manufacturing and marketing programs in furniture market are introduce so that the activists be aware of considering the growing knowledge and awareness of end-users which increases the pressure on the manufacturer side. There are also some solutions in terms of internal and external organizational factors with regard to the complex nature of competitive environment in furniture market.

Originality/value – the paper provides an examination of effective factors on customer satisfaction with a focus on past experiments and the perspectives of furniture market experts.

Article Details

How to Cite
AZIZI, Majid et al. Identifying the customer satisfaction factors in furniture market. Economics, Management and Sustainability, [S.l.], v. 2, n. 1, p. 6-18, june 2017. ISSN 2520-6303. Available at: <>. Date accessed: 17 aug. 2017. doi:


Applied Research & Consulting LLC. (1999). Report to Ogilvy Public Relations Worldwide and the American Furniture Manufacturers Association.
Asgharpour. (1998). Multiple Criteria Decision Making. Tehran: Tehran University.
Beier, K. P. (1995). Virtual reality-advanced design and manufacturing. ESD Technology, 56(1), 22-28.
Blery, E. K., & Michalakopoulos, M. G. (2006). An e-CRM application in the telecommunications sector: A case study from Greece. EuroMed Journal of Business, 1(2), 5-14.
Bull, C. (2003). Strategic issues in customer relationship management (CRM) implementation. Business process management Journal, 9(5), 592-602.
Chen, S. J., & Hwang, C. L. (1992). Fuzzy multiple attribute decision making methods. In Fuzzy Multiple Attribute Decision Making (pp. 289-486). Springer Berlin Heidelberg.
Dilip, S., Kinzil, K., & Walker, M. (2007). Effects of Payment Mechanism on Spending Behavior: The Illusion of Liquidity. Retrieved from
Drazen, P., & Simester, D. (1998). Always Leave Home without It: Note. Massachusetts: Sloan School of Management.
Dröge, C., Vickery, S., & Markland, R. E. (1994). Sources and outcomes of competitive advantage: an exploratory study in the furniture industry. Decision Sciences, 25(5‐6), 669-689.
Fornell, C. (1995). The quality of economic output: Empirical generalization about its distribution and relationship to market share. Marketing science, 14, 203-211.
Grigoroudis, E., & Siskos, Y. (2002). Preference disaggregation for measuring and analysing customer satisfaction: The MUSA method. European Journal of Operational Research, 143(1), 148-170.
Grigoroudis, E., & Siskos, Y. (2004). A survey of customer satisfaction barometers: Some results from the transportation-communications sector. European Journal of Operational Research, 152(2), 334-353.
Hayes, J., & Dredge, F. (1998). Managing customer service. Gower Publishing, Ltd.
Hoseini, S. (2003). Pricing from jurisprudence & economic point of view. Bohoose Eghtesadieh.
Jamal, A., & Naser, K. (2002). Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), 146-160.
Jeong, Y., & Lee, Y. (2010). A study on the customer satisfaction and customer loyalty of furniture purchaser in on-line shop. Asian Journal on Quality, 11(2), 146-156.
Jeong, Y., & Lee, Y. (2010). A study on the customer satisfaction and customer loyalty of furniture purchaser in on-line shop. Asian Journal on Quality, 11(2), 146-156.
Kaplinsky, R., Memedovic, O., Morris, M., & Readman, J. (2003). The Global Wood Furniture Value Chain: What Prospects for Upgrading by Developing Countries– The Case of South Africa. Vienna: UNIDO.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principles of marketing. London: Prentice Hall.
Light, B. (2003). CRM packaged software: a study of organisational experiences. Business Process Management Journal, 9(5), 603-616.
Memariani, A., & Adel Azar, M. (1995). AHP the new technic in collective multicriteria decision making. Management Knowledge, 22-32.
Mooteni, A. (2011). The Impact of organizational fame on the specific value of brand in service sector. Tehran.
Oh, H., Yoon, S. Y., & Hawley, J. (2004). What virtual reality can offer to the furniture industry. Journal of Textile and Apparel, Technology and Management, 4(1), 1-17.
Pedrycz, W., & Gomide, F. (1998). An introduction to fuzzy sets: analysis and design. Mit Press.
Phillips, M. D., & Cho, B. R. (1998). An empirical approach to designing product specifications: a case study. Quality Engineering, 11(1), 91-100.
Quesada, H., & Gazo, R. (2007). Methodology for determining key internal business processes based on critical success factors: A case study in furniture industry. Business Process Management Journal, 13(1), 5-20.
Ratnasingam, J. (1999). Furniture Costing in Perspective. Sys Data Network SdnBhd (Press Co.). Kuala Lumpur, 54-63.
Reed, J., & Nicholusp, H. (1977). Method for measuring customer satisfaction. Chicago: eEnergy evaluation conference.
Saaty, T. (2000). Decision making for leaders. Pittsburg: RWA Publications.
Sangle, P. S., & Awasthi, P. (2011). Consumer's expectations from mobile CRM services: a banking context. Business Process Management Journal, 17(6), 898-918.
Seeman, D., Elain, O., & Margaret, O. (2006). Customer relationship management in higher education:Campus-Wide Information Systems. Emerald Group Publishing, 24-34.
Sun, H., & Liu, M. (2009, December). Empirical Analysis on the Effect of Customer Relationship Management to the Customer Loyalty. In Wireless Networks and Information Systems, 2009. WNIS'09. International Conference on (pp. 147-149). IEEE.
Szymanowski, W., & Olkowicz, M. (2010). Implementing new products the chance of furniture industry development. Forestry and Wood Technology, 354(72), 350-354.
Tafazoli, F. (1977). The History of Economic Beliefs. Tehran: Iran National University.
Thompson, H. (1998). Marketing strategies: What do your customers really want?. Journal of Business strategy, 19(4), 16-21.
Valsamakis, V. P., & Sprague, L. G. (2001). The role of customer relationships in the growth of small-to medium-sized manufacturers. International Journal of Operations & Production Management, 21(4), 427-445.
Varva, T. (1997). Improving Your Measurement of Customer Satisfaction. ASQC Quality Press: Mil waukee.
Vickery, S. K., Dröge, C., & Markland, R. E. (1997). Dimensions of manufacturing strength in the furniture industry. Journal of Operations Management, 15(4), 317-330.
Ziaie, M. (2009). "Fatigue" factor and it's position in design and engineering wooden constructs. Wood and Paper Industries.
Ziaie, M. (2010). Exploring the international procedures of furniture market 1998-2007. Wood and Paper Industries.
Ziaie, M., Mohamed, S., Ratnasinga, J., Noor, A., & Saleh, R. (2012). Unsteadiness of the resource-based competitive advantage in absence of competitive strategy: Lessons from the Malaysian wooden furniture industry. Journal of Applied Sciences, 12, 113-124.
Ziaie, M., Mohamed, S., Ratnasingam, J., Ghani, A., Noor, A., & Saleh, R. (2011). Competitive strategy trends among the Malaysian wooden furniture industry: A strategic groups analysis. Journal of Applied sciences, 11(14), 2487-2499.