چکیده (انگلیسی):

ABSTRACT: The first and most important principle of marketing is to focus on customers' needs and wants. In
current competitive world, customers and their satisfactions are one of key subjects capable of enabling a company
to grow. Regardless of this principle, no company can survive within today's competitive environment. The aim of
present research is to answer this question, "is there any significant difference between customers satisfaction (in
terms of sale, car characteristics, after – sale services) with Saipa and Iran Khodro products or not?" Present
research is applied in terms of its aim and descriptive – survey in terms of nature and methodology. Research
population consists of 800 customers of Saipa and Iran khodro products within western part of country during a
period of the first half of the year of 2013. The sample was taken simply randomly, the volume of which was set at
260 persons/subjects according to Morgan's table. In this research, data was collected by means of a questionnaire
the validity of which was determined nominally by 3 academic professors, and the reliability of which was
determined by Cronbach's at 0.711 and 0.822 for customers' satisfaction with Saipa and Iran Khodro products,
respectively. Data obtained was analyzed using SPSS software at 2 levels of descriptive and inferential (Paired
Samples Test) statistics. Results of present research indicated that there was a significant difference between
customers satisfaction (in terms of sale, car characteristics, after – sale services) with Saipa and Iran khodro
products which made customers more satisfied than the former did. This research concludes with some
recommendations in this Field.
Keywords: Sale, Car Characteristics, After – Sale Services, Saipa & Iran Khodro Products.