The Study of Determinant Factors of Customer Satisfiction with Industrial Products in Helmand Province, Afghanistan

Аннотация

This research aims to evaluate customer satisfaction with industrial products in Helmand province, Afghanistan, and identify which dimensions and factors of the marketing mix have the most significant impact on customer satisfaction. Sixty-five questionnaires were gathered from customers who visited industrial production companies within the past three days to collect data. The collected data was analysed using SPSS 26.0 and OLS and correlation techniques. The findings indicate that all dimensions of marketing (7Ps) have a positive and significant relationship with customer satisfaction. Among the variables, price was identified as the most influential factor affecting customer satisfaction compared to other variables. Based on the model, the obtained R Square is 0.451, which means that the independent variables can explain 45.1% of the variance in the dependent variable (customer satisfaction). Overall, the study's results show that all independent variables significantly impact the dependent variable Keywords: Marketing, Customer Satisfaction, Marketing Max, Industrial Products. The American Journal of Management and Economics Innovations 42 https://www.theamericanjournals.com/index.php/tajmei The American Journal of Interdisciplinary Innovations and Research INTRODUCTION satisfied; if they fall short, customers are dissatisfied. Common causes of customer dissatisfaction include Helmand, one of the 34 provinces of Afghanistan, is (MARY LOUIS TEMBA, 2013): located in the southern part of the country. It is the largest province, covering an area of 58,584 square 1. A gap between expectations and reality kilometers (approximately 20,000 square miles). The 2. Poor service quality Helmand River irrigation system project provides water 3. Unprofessional staff behaviour to nearly 150,000 hectares of land. However, the northern part of the province lacks direct access to river 4. Inadequate or untrustworthy physical water. It relies on groundwater and natural springs for environment irrigation, which flow through traditional underground 5. High costs or long distances systems known as "karez". In the north, deep wells are also dug. 6. A mismatch between advertising and reality Due to its extensive water system, developed around 40 Research Problem years ago with assistance from the United States, Today’s markets are highly competitive, and marketing Helmand has a strong agricultural history. Crops such as is a key factor for survival in such environments. Around wheat, corn, barley, and mung beans are cultivated the world, organizations use various marketing where irrigation facilities are available. The climate strategies to boost product sales and ensure customer supports double cropping (one field, two seasons), satisfaction. One such method is the 7Ps marketing mix making both summer and winter cultivation feasible. (Pramesty et al., 2022). Helmand province, companies Due to the limited number of processing factories, and enterprises produce industrial products that reach industrial crops such as cotton, sesame, and soybeans international markets. A carving and woodworking are grown on a smaller scale. factory is a notable example, alongside cotton Despite this, industrial enterprises and companies in processing, vegetable oils, and handicrafts, which are Helmand produce goods that are consumed in marketed domestically and abroad. However, no precise international markets. A prime example is the Helmand data regarding customer satisfaction with these woodworking and carving factory. Additionally, the products is available. Product quality, pricing, packaging, province has industrial production in cotton processing, and market access influence customer satisfaction. vegetable oil production, handicrafts, and aluminum While numerous global studies have been conducted on manufacturing, with products consumed both this topic with varying results, increased focus on domestically and abroad. Vegetable production marketing has only elevated its significance. Considering generally meets local needs, with a small surplus sold in the value of marketing, Helmand’s industrial companies local markets (Ahmad et al., 2017). utilize various marketing methods to improve sales and meet customer expectations. However, whether Marketing is not merely an attempt to sell products but customers are satisfied with the province's existing a scientific and creative process to identify customer industrial products remains unclear. To address this needs and achieve their satisfaction. It plays a ambiguity, this research uses the 7Ps framework to fundamental role in the advancement of commerce and evaluate customer satisfaction with Helmand’s existing social well-being. The concept has evolved from focusing industrial products. solely on selling to a broader emphasis on meeting customer and societal needs. Marketing is a Research Objectives management philosophy based on customer • To measure the impact of product quality on satisfaction