www.ccsenet.org/ijbm International Journal of Business and Management Vol. 7, No. 2; January 2012 ISSN 1833-3850 E-ISSN 1833-8119 236 Prioritizing the Effective Factors to Customer’s Satisfaction Dr Mohsen Nazari (Corresponding author) Department of Management, Tehran University P.O.Box 14155-6311, Jalal-Al-Ahmad Highway, Pol-e-Nasr, Tehran, Iran E-mail: Mohsen.nazari@ut.ac.ir Mohammadreza Qaemi Divkolaei Nor-e Toba University Tehran, Iran E-mail: mrgd_1359@yahoo.com Majid Bagheri Sorkhi Industrial Management, Mazandaran Cement Co. Tehran, Iran Received: September 8, 2011 Accepted: October 19, 2011 Published: January 16, 2012 doi:10.5539/ijbm.v7n2p236 URL: http://dx.doi.org/10.5539/ijbm.v7n2p236 Abstract According to the innovative managerial trends, since the customers are the only source of return on investment (ROI), customer satisfaction is a suitable standard of performance in every business. In the new revolutionary world, keeping the customer and maintaining the loyalty need a great effort. A majority of business organizations miss their customers simply because they ignore the innovative methods of customer relationship. A loyal customer should be seen as a prosperous and valuable sale source who can help the organization make better future plans. So it is necessary to do research to recognize the structure of customer satisfaction and determine its effective factors. In this paper due to the importance of above mentioned points, after analyzing the gathered information from the customers of Mazandaran Cement Co. and stating the achieved results and suggestions, it turned became apparent that factors including response to questions and demands of customers, brand and price seem to be effective factors in customer satisfaction. Keywords: Customer, Satisfaction, Loyalty, Customer expectations 1. Introduction Customer satisfaction has certainly been one of the main strategic considerations of different businesses in the last few decades. Nowadays customers are the most essential part for the existence of every firm in the world of business and it seems quite obvious that firms can be no longer indifferent to their customers’ expectations and demands. Companies must direct all their activities and powers towards the customer satisfaction, because the customers are the only source for return on investment (ROI). Although firms lose yearly round 10 to 30 per cent of their customers, they often do not consider who they lose, when they lose and why they lose them. Many firms traditionally emphasize attracting new customers without worrying about the customers they have already lost. These firms can be likened to a perforated bowl which loses its water. Also managers in these firms, instead of stopping the leakage, are in search of new resources to attract new customers (Hill, 2006). In innovative managerial trends, customer satisfaction is considered as the standard for performance and progress in every trading system. Furthermore, measuring customer satisfaction encourages all staff in a system to contribute to achieving customer satisfaction. Thus, measuring customer satisfaction leads to an increase in the efficiency of the organization. To achieve a customer-based approach, some organizations consider customer satisfaction as a criterion and, after measuring it quantitatively, utilize it in their decisions as well as their analyses (Baradaran Kazemzadeh, 2005).