The Empirical Analysis Of Iranian Consumers' Satisfaction Degree About Lenovo Laptop Computers

At the modern age especially during the last decade, the trading between Iran andChina jumped dramatically, and since 2010 China became Iran's first economicpartner in the world. Meanwhile laptop market trend is one of active filed which needsto analysis and forecast more. In the recent years , the laptop technology is improvingso quick, it is equipped by clearer display, thinner body, lighter weight, and becamemore convenient to take, than before as trend of laptop industry. On the other hand thetablet development also is so fast, so the laptop companies meet the big challenge andtight competition with stress. Therefore if the laptop companies know the consumers'psychology and figure out the consumers' satisfaction degree and understanding thestatus quo then they can employ suitable methods and adopt their products well andcapture the markets.In this study, Iranian consumers' satisfaction of Lenovo laptops is analyzed, byapplying the questionary survey and it passed the scientific methods. The survey isexplored the factors that affect consumers' satisfaction degree. Therefore the foundingof this study could used for laptop companies industry to develop the correspondingmarketing and customer service strategy.In this research first of all a large number of literatures data collected on customersatisfaction in the theory are reviewed, then based on China and other countries'model, draw a classic customer satisfaction related to the theoretical model, andsecondly, built a research model for Lenovo notebook computer features in Iranmarket customer satisfaction, and the corresponding scale model design. Finally, byusing statistical analysis software SPSS 16.0 on the scale of the project, reliability andvalidity are analyzed scientifically, and then model's accuracy and correctness of theassumptions tested and checked by using AMOS17.0 software. The result of thisstudy presented a proposal in aspect of product, price, promotion, and services toimprove the customer satisfaction in Iran laptop market.