Customer Satisfaction in Automobile Market : Proton Automobile Products in Iran

Globalization, liberalization and transition to a free market economy are changing the landscape of Iranian business environment. For example, economic liberalization has facilitated the arrival of Malaysian Car Marketer, Proton, into Iran in collaboration with Zagros-Khodro Company.customer satisfaction is a pre-requisite for the success of any business including automobile marketer. Hence, one of the key challenges of Iranian automobile market for Proton is to know how to attract and retain Iranian costumers by augmenting its service quality.Our study has examined customer satisfaction with respect to service quality of Proton Cars across Iran. We executed our study by employing European customer satisfaction index Model. Data was collected from Iranian customers owning proton cars. Our study offers insightful information for the refinement of serving marketing deliverable for Proton marketers across Iran.