Analysis of Customer’s Expectations and Satisfaction in Zanjan Municipality Using Fuzzy Multi-Criteria Decision Making (FMCDM) Approach

Customer satisfaction is the most important step in the process of identifying customer expectations. Identifying customer expectations without any reference to or obtaining personal view of the subject is impossible. In order to identify customer expectations, service suppliers used statistical techniques and surveyed their customers. According to the studies, there is no appropriate framework for expectation model to prioritize regions of organizations and make the favorable selection according to the organization’s policies and strategies. In this research, a combination of fuzzy multiple-criteria decision-making is used for the optimal selection. The research method used in this study is of descriptive and applied types, and field method is used to collect data. For Identifying customer expectations, data have been collected from study population (customers of Zanjan municipality), showing 303 people through random sampling method. To rank the dimensions of customer s expectations and make optimal selections for municipality zones, data have been collected from study population (engineer contractor of the municipality), showing 30 people. Questionnaire and interview were used as instruments of data collection, which proved valid. The Expert Choice, Web-based TOPSIS, SPSS, and Excel software products were used for calculations. It is interesting to observe that the choices of the best municipality zone solely depend on the criterion with the maximum priority value. Based on calculations on the stages of the proposed model, municipality Zone 2 was selected as the optimal region and had the highest rating in response to customer expectations. Results show that the proposed model has a systematic fit with the defined procedures and known inputs.