iBusiness, 2012, 4, 235-245
http://dx.doi.org/10.4236/ib.2012.43030 Published Online September 2012 (http://www.SciRP.org/journal/ib)
235
Identification and Evaluation of the Effective Criteria on
Customer Satisfaction with Kitchen Worktops Product
Vahid Nabavi, Majid Azizi, Nemat Allah Mohebbi
University of Tehran, Tehran, Iran.
Received May 19th, 2012; revised June 13th, 2012; accepted July 27th, 2012
ABSTRACT
In cycle of attraction and keeping the customers, fulfilling the customer satisfaction via identifying of their needs is very
important. So, identifying the amount of customer satisfaction and informed of the field of strength and weakness in this
regard, helps manager programming in line with customers better maintenance. The objective of this study is determi-
nation and priority of effecting criteria on customer satisfaction of worktops product. For this purpose, after preliminary
investigation and interviews with experts and worktops customers, the effective criteria were identified. Then the prior-
ity rates (weighting value) of obtained criteria and sub-criteria were determined by Analytical Hierarchy Process (AHP).
On the base of obtained results the criteria of selling and price condition, delivery condition, payment condition, the
quality of CPL veneer, the quality of used MDF and lead time of product have the highest priorities, respectively.
Keywords: Customer Satisfaction; Criteria; Priority; Analytical Hierarchy Process (AHP); Worktops Product
1. Introduction
With a rapid change from traditional industrial, wood
industry in Iran has tried to reduce the gap with other
countries for long and during this transition; it should
become also updated and efficient in various areas of
management and customer care, while enjoying a variety
of development tools in the field of new machinery and
technologies. The contemporary era is associated with
features such as supply abundance, competition expan-
sion, technological developments, globalization and etc.,
some achievements of which for customers are the ex-
plosion of selections, increase of the bargaining power
and achieving greater value in favor of which this equa-
tion still moves. Intensification of competitive environ-
ment in global and national trade in most countries, with
the aim of attracting new customers and retaining existing
customers, has increased the concerns of senior managers
of the organizations and large and small companies.
Strengthening the privatization process and prioritization
of the principle forty-four of the constitution in Iran along
with globalization, has enhanced this competition, espe-
cially in Iran, where many manufacturers are producing
this product. Thus, to improve quality and increase the
competitive power, the organizations should identify the
key needs affecting the customers’ satisfaction improve-
ment and consider them in the product according to their
importance level. Today, kitchen worktops manufacturing
industry is one of the largest sectors of the wood industry
in Iran and it has doubly flourished in recent years con-
sidering the population increase and consequently, the
increase of the manufacturing. In this research, identifi-
cation and evaluation of the criteria affecting customer
satisfaction kitchen worktops product has been studied.
There are different methods to measure customer satis-
faction and weight the factors affecting satisfaction
among which Analytic Hierarchy Process is used in this
study. Using some conventional statistical models such as
multiple linear regression and cluster analysis, Varva [11]
introduced some methods to measure customer satisfac-
tion. In this model, general and partial customer satisfac-
tion will be calculated according to their judgments.
Zaribaf and Roushani [14] designed a model to measure
customer satisfaction and used it in rubber industry. In
their study, the criteria affecting customer satisfaction
were first identified and then, weighted based on AHP.
Saidi and Mehrabian [8] measured the satisfaction level of
end users of Rafsanjan Pistachio Company using AHP.
Using this method, the influential parameters were first
determined through which the satisfaction level of end
users was measured. In a study, Firouzian et al. ([3]
weighted and ranked the factors affecting customer sat-
isfaction in the automotive industry using the Analytical
Hierarchy Process (AHP). In this study, the factors af-
fecting customer satisfaction were first identified using
the existing resources and opinions of technical experts of
Saipa Company and criterion hierarchy was designed.

Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
236
Then, using questionnaire, the required data was collected
and analyzed through Expert Choice software. Jeong and
Lee [13] introduced the results of analysis of the factors
affecting the satisfaction of e-shopping furniture custom-
ers to be product diversity, the quality of services, ac-
countability and interaction and announced customer sa-
tisfaction as an effective factor in customer’s loyalty in
e-shopping. Designing a model, Sharbatoqli and Ekhlasi
[10] managed to measure the satisfaction level of cus-
tomers of Bank of Industry and Mine. Lee and Kozar
(2006) through applying an analytic hierarchy process
investigates websites quality factors, their relative im-
portance in selecting the most preferred website and the
relationship between website preference and financial
performance, The study identified different relative im-
portance of each website quality factor and priority of
alternative websites across e-business domains and be-
tween stakeholders. This study also found that the web-
site with the highest quality produced the highest busi-
ness performance. Kwong and Bai [5] determined the
importance weights for the customer requirements in
quality function deployment using a fuzzy AHP with an
extent analysis approach. Vanegas and Labib [12] pro-
posed a method to determine the weights for the cus-
tomer requirements by converting the weights from the
Analytic Hierarchy Process (AHP) into fuzzy numbers
using the concept of a “fuzzy line segment”. The present
study, aiming to identify and evaluate the criteria affecting
the customer satisfaction with kitchen worktops product
intends to answer the question of what are the most im-
portant factors influencing the satisfaction of the cus-
tomers of this product? According to the above question,
it can be assumed that the indices of the product price, fast
delivery of the product and payment terms of the amount
of the product are of the highly important criteria in cus-
tomer satisfaction.
2. Research Methods
2.1. Identifying the Parameters Affecting
Customer Satisfaction
In the first stage, in order to identify the parameters af-
fecting customer satisfaction, after library studies, inquiry
and interviews with experts and manufacturers as well as
the customers of kitchen worktops, 19 effective criteria
were identified (Appendix 6). These criteria were classi-
fied into 5 main categories as follows:
1) Price and sales terms: This criterion shows the ad-
vantages of price and sales terms of the product compared
to the competitors and quality of the product;
2) After sales services: It includes the company’s ad-
herence and commitment towards buyers;
3) Delivery terms: This criterion includes the quality
of the product delivery to the customers under agreements
between the company and customers.
4) The quality of the consumed raw materials: In-
cluding the quality of the raw materials used in manu-
facturing the product;
5) Technical features of the product: The specifica-
tions of the manufactured product in terms of application
and compliance with the requirements of consumers were
classified in this group.
And the hierarchy of these criteria was designed ac-
cording to Figure 1. In the next stage, to determine the
weighted value and prioritize criteria and sub-criteria, a
questionnaire was designed for paired comparison of them
and it was distributed among 5 experts working in the
wood industry and 10 major retailers and consumers of
this product, and completed by them. All under question
experts have had undergraduate and postgraduate educa-
tion in the field of wood industry and have been working
in wood industry and manufacturing between 3 to 13 years,
they are also 10 seller and consumers with 5 to 15 years of
experience sales of kitchen worktops product, represent-
ing different manufacturers and the construction and in-
stallation of kitchen worktops and have experience in
different parts of the country. Then, the results of the
questionnaires were collected and analyzed in the envi-
ronment of Choice Expert software and weighted value of
each of the following criteria and sub-criteria was deter-
mined.
2.2. Analytical Hierarchy Process
Analytical Hierarchy Process is one of the most efficient
decision making and weighting methods, which was first
presented By Tomas L. Saaty in 1980 [4]. This method is
established based on paired comparison and allows the
managers to evaluate and compare various scenarios. To
measure the weight of each of the criteria and sub-criteria,
first the geometric mean of importance degrees will be
calculated for each of the paired comparison matrix cells
the formula of which is [1]:
Collective judgment:
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1
1212 1212
12 n aaa aN (1)
11
1
11 121
21 2222
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Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
237
Figure 1. Hierarchy of the criteria and sub-criteria affecting the kitchen worktops customer satisfaction.
After calculating the geometric mean of all paired
comparison matrix cells, the results will be normalized
and criteria and sub-criteria will me weighted by com-
bining weights of low level elements and high level ele-
ments in the hierarchy. An important point about the
paired comparison matrix is their inconsistency rate,
which should be ≤0/1 in order for the judgments to be
stable. Therefore, if this rate is greater than 0/1 in some
paired comparison matrices, the relevant expert needs
repeat his judgment and then calculate the geometric mean
of paired comparison matrix cells [7].
3. Results
The results of weighting each criterion affecting the
kitchen worktops customer satisfaction will be presented
in this section through Expert Choice software. In addition,
the synthesis results of the second level are given in Ap-
pendixes 1 to 5.
4. Results Analysis
The overall inconsistency rate of the matrices is 0.01, in-
dicating high stability and compatibility of the results.
These results indicate that among the main criteria, the
criterion of price and sales terms and quality of the used
raw material is the most important in the kitchen worktops
customer satisfaction (Figures 2 and 3). The results of
weighting and the matrix of paired comparisons of sub-
criteria related to each criterion are given in Appendixes 1
to 5.
4.1. Criteria Analysis (First Level)
4.1.1. Price and Sales Terms (0.362)
According to Figure 3, the price and sales terms has the
highest weight among the criteria affecting kitchen work-
tops customer satisfaction. Considering the high capacity
of manufacturers of this product and consequently, highly
competitive market of this product in the country, the most
important effective factor in attracting customer satisfac-
tion is price and sales terms of the product. According to
the experts and respondents in this survey, in cases when
there is a similar product with different brands in the kit-
chen worktops market, price of the product and its pay-
ment terms is considered a very important factor to attract
and maintain the customers satisfaction and represents
high elasticity of the product. There is a direct relationship
between changes in product prices and satisfaction. It
means that the increase in customer satisfaction is likely to
be associated with a decline in the product price [2].
4.1.2. Qual i ty of Raw Materi al s with a Weight of
(0.237)
One of the most important principles in customer satisfac-
tion is to use high quality raw materials in manufacturing

Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
238
Figure 2. The results of the geometric mean of the paired comparison matrix of the criteria (first level).
Figure 3. The results of weighting the criteria affecting the customer satisfaction (first level) (inconsistency rate = 0.01).
the product. Different characteristics of high quality raw
materials will physically reduce wastes during the pro-
duction process and will reduce production costs of the
kitchen worktops and cost price of the product. This factor
also increases the level of utility and durability of the final
product. Since kitchen worktops are located in the moist
environment of kitchen, they are always exposed to da-
maging factors such as moisture, detergents and stroke.
Thus, these factors will necessitate that the raw material
used in the products construction should be of high quality
so that they could maintain their original characteristics
over time during their application. However, considering
the higher prices of higher quality raw materials, the in-
crease in the quality of used raw materials will certainly
affect the cost price. Also based on the results of analysis
of the first level paired comparison questionnaire, the
delivery terms of the product weighing 0.17 and technical
characteristics of the product weighing 0.167 are almost
equally important in kitchen worktops customer satisfac-
tion.
4.2. Final Weighting of the Sub-Criteria
(Figure 4)
4.2.1. Pric e
This criterion, weighting 0.17, is the most important factor
in the increase of customer satisfaction. The presentation
of a product better than that of other competitors and the
use of proper steps in choosing a strategy to achieve a
favorable position against competitors is of the important
principles to gain profit in business. Thus, a company
should be able to price its products so that it could earn
incomes commensurate with the value presented to the
customers and thereby, maintain its position to customers,
complementary products, competitors and potential new-
comers. As Saidi and Mehrabian (2007) claim, the com-
pany’s pricing policy can affect the competitive form and
nature the company is facing. A company’s management
will usually determine the sales price so that it covers all
costs of production, distribution and sales, for the effort
and the risks incurred, while also receiving a fair profit.
Thus, the price of a company’s product is a determinant
factor in demand of that product; so that among sub-cri-
teria related to the price and sales conditions, the product
price is the most important factor.
4.2.2. Payment Terms of the Product
This Sub-criterion weighing 0.114 is the second factor
affecting kitchen worktops customer satisfaction. Con-
sidering the high number of kitchen worktops manufac-
turers in the country, the manufacturer companies find
different ways to sell more and increase market level. In
these conditions, for success n the market, the companies i

Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
239
Figure 4. The final prioritization of the criteria affecting the kitchen worktops customer satisfaction.
offer sales and delivery services as well as better payment
terms including low down payment, low interest or even
interest-free long-term installments to their customers in
order to sell their products [3]. On the other hand, con-
sidering poor liquidity of the customers, applying these
methods attracts more customers and ensures their satis-
faction.
4.2.3. Quality of the Surface Veneer (CPL)
This Sub-criterion indicating the level of quality and im-
portance of a type of surface coating used in manufac-
turing kitchen worktops, weighting 0.112, is the third
important factor in customer satisfaction. The surfaces in
sight and in fact, the applicable surfaces of the kitchen
worktops will be completely covered with Continuous
Pressure Laminate (CPL) veneer, so that the final dura-
bility and efficiency of this product is highly dependent on
the surface coating. The use of high quality coatings is
effective in customer satisfaction, due to their high dura-
bility, beauty and good function. On the other hand, since
a high percentage of the cost price of is related to the raw
materials, its high quality reduces wastes during produc-
tion and duplications and thereby, reduces the cost price
of the final product, which in turn will have other indirect
effects on customer’s final satisfaction. However, this
sub-criterion is of paramount importance among the sub-
criteria related to the quality of raw materials.
4.2.4. Medi um Density Fi berboard (MDF) Quality
This factor is the fourth factor affecting kitchen worktops
customer satisfaction of which high volume of kitchen
worktops final product is composed. Like coating and
CPL, it is also highly effective in the cost price of the
product. Mechanical resistance, moisture resistance, du-
rability and winding feature are of the factors affecting the
satisfaction of the product customers. For example, mois-
ture causes swelling in the boards and eventually leads to
the loss of the kitchen worktops in the moist environment
of the kitchen. Moisture resistance of various MDF (Me-
dium Density Fiberboard) is different. According to their
application type, this difference leads to the preference of
one type of MDF to the other one, and increase or reduc-
tion of utility of a specific type of them (Rafighi and
Moradi [6]).
4.2.5. Fas t Delivery
Fast delivery of product to the customer according to the
specifications demanded by the customer is the fifth factor
affecting customer satisfaction. Since customers receive
this product by order and creating some conditions in the
company to achieve fast delivery of the product to the
customer can have great impact on customer satisfaction.

Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
240
However, fast delivery is of highest important among the
sub-criteria related to the delivery terms. This shows that
despite being ranked fifth in the final analysis, the most
important influential factor in the field of delivery terms is
fast delivery of the product.
4.2.6. Three Sub-Criteria with Close Weight
Color variety of veneer, quality of adhesive and adhesion
of veneer, and the quality of the product performance by
the end users) These three sub-criteria in the final analysis
through Expert Choice software weighting respectively
0/078, 0/067 and 0/065 are in the priorities sixth to eighth.
The relatively close weights of these three criteria show
the almost similar importance of these three criteria in
kitchen worktops customer satisfaction. Presenting vari-
ous colors and designs of coatings to the kitchen worktops
customers and responding to their interests will be an
important factor in satisfaction, so that among the sub-
criteria related to the technical specifications of the
product, color variety of coating is of the highest impor-
tance and consideration of this issue can have a large
impact on customer satisfaction. The quality of coating
adhesion to MDF is of highly importance considering
being vulnerable. The factor of product efficiency quality
by the end users represents the satisfaction level of the
product end users and the main kitchen worktops con-
sumer. Given that direct customers of the company are in
fact the kitchen worktops sellers to the end users, this
criterion shows their satisfaction importance.
4.2.7. The Company’s Willingness to Meet the
Customers’ Needs
This sub-criterion which is related to the company’s after
sales services, although ranked eleventh in the final syn-
thesis weighting 0/03, it is of the highest importance
among the sub-criteria related to after sales services. Thus,
this sub-criterion should be more considered in warranty
related activities. After sales services, which are of the
customer relationship management activities, have a large
impact in making the customers loyal [11].
5. Conclusion
According to studies conducted in this research, which
have identified and ranked the factors affecting kitchen
worktops customer satisfaction, it can be concluded that
in the competitive market of this product in our country,
product price and sale terms are the most important fac-
tor in the customer satisfaction. It seems that considering
that kitchen worktops manufacturing technology is the
same in most Iranian manufacturers of this product, in this
conditions, low cost price and considering other effective
factors can be influential on customer satisfaction. How-
ever, considering higher quality products in the market
with higher prices, it can be concluded that the price in-
crease which is proportionate to a rise in the quality of
other influential factors such as the quality of used raw
materials, delivery terms and technical characteristics of
the products, will be acceptable for the customers and the
competitive advantage of the product will be maintained.
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Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
241
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Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
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Attachments
Appendix 1.1. The result of geometric mean of the paired comparison matrix to the criterion of sales and price terms (in-
compatibility rate 0.01).
Appendix 1.2. The diagram of prioritization of sub-criteria of sales and price terms.
Appendix 2.1. The result of geometric mean of the paired comparison matrix to the criterion of delivery terms (inconsistency
rate 0.03).
Appendix 2.2. The diagram of prioritization of sub-criteria of the product delivery ter m s.

Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
243
Appendix 3.1. The result of geometric mean of the paired comparison matrix to the criterion of raw materials quality (incon-
sistency rate 0.01).
Appendix 3.2. The diagram of prioritization of sub-criteria of raw material quality.
Appendix 4.1. The geometric mean of the paired comparison matrix product technical specification (inconsistency rate of
0.01).
Appendix 4.2. The diagram of prioritization of sub-criteria of technical characteristics of the product.

Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
244
Appendix 5.1. The result of geometric mean of the paired comparison matrix to the criterion of after sales services (inconsis-
tency rate 0.00).
Appendix 5.2. The diagram of prioritization of sub-criteria of after-sale service.

Identification and Evaluation of the Effective Criteria on Customer
Satisfaction with Kitchen Worktops Product
245
Appendix 6. Descriptions of sub-c r i teria.
Sub-criteria Descriptions
The product price It is the amount paid by the costumer for having goods and its associated services.
The product payment terms In the common transactions in the market, the manufacturers determine various conditions for getting the
product price according to the product type. It includes in cash and Installment.
Before sale notification and
accountability
The costumers do a research on technical conditions of the product or sales before the purchase and the
notification method will contribute to the customer satisfaction.
The company’s willingness to
meet the customers’ needs
Regarding this specific product (kitchen worktops), sometimes the customers present certain expectations such
as: the use of a certain type of raw materials or delivery in less time and etc… which are highly effective in the
customer satisfaction.
The product fast delivery Due to the one-off production of this product in most companies, there is an interval between the order and the
delivery.
Delivery of the product at the
appointed time This criterion means to deliver at the appointed time and location and based on the agreed conditions.
Delivery of the documents of
the cargoes
Sending the list of products with full details (size. Color, coating, model and…) along with the cargo sent to
the customers as well as the instructions on transportation, maintenance and usage.
Timely technical cooperation Responding to the customers’ questions regarding the use of the product or removal of the probable problems
or notification about the similar or substitute products.
Diversity of the product edge form Post-formed kitchen worktops are highly various in terms of initial form which are to respond to the different
tastes of the customers.
Color diversity of coating Kitchen worktops are covered with CPL coating which has various colors (design of wood and stone and…)
Observance of technical
knowledge during the production
Using the new technology and techniques during the production including putting the dropper’s groove,
preventing twisting of the product and lack of using nail to attach MDF pieces.
Packaging quality Packaging type and using the customers’ viewpoint and requirements in it.
The quality of the used MDF The main substance in construction of this product is MDF the quality of which is important in the efficiency
and durability of the product.
The quality of CPL Kitchen worktops surfaces are exposed to stroke, chemicals, heat, friction, UV radiation and …, the resistance
and durability of the product in these cases are dependent on the coating quality.
The quality of the underlying
veneer The surface below these worktops are covered with water-proof paper or CBL coating.
Dimensions Width, thickness, length and detailed observance of these dimensions in the final product according to the
customer’s order.
The quality of adhesion The criterion of the proper adhesion of coating to the MDF in the surface and edges is also an effective factor
in the level of kitchen worktops customer satisfaction.
The quality of the product’s
efficiency by the customer
(final proficiency)
Most of the criteria affecting kitchen worktops customer satisfaction are related to its after installation such as
durability of the water proof strip of the dropper or not losing the coatings’ edges or not wrapping the
worktops due to the conditions of heat and moisture of the installation location.
Consideration of the customers’
complaints Consideration of the customers’ complaints as soon as possible and appropriate accountability.