Improving candy industry competitiveness: Retailers’ perception regarding customer satisfaction

This study aims to classify service quality elements in candy industry in order to determine their instrumentality to customer satisfaction. To address this purpose, a Fuzzy Kano questionnaire was distributed to 512 major retailers of candy products of four predominant candy companies in Iran. Subsequently, we calculated satisfaction increment index (SII) and dissatisfaction decrement index (DDI) for each of the quality elements. Brand name and quality are considered as must-be elements, while availability of credit purchases is considered as indifferent element by the majority of retailers. Eight out of 24 studied elements are found to be considered as attractive elements by majority of customers. Regular visits element ranks first in terms of satisfaction increment index (SII). This paper provides helpful insight for marketers to prioritize improvement of different quality elements. Therefore, this paper helps organizations to perceive their customers needs more thoroughly and improve their customer satisfaction policy.