Identification an‎d Analysis of Factors Affecting Customer Satisfaction in the Cellulose Hygiene Products Industry: A Case Study of Diapers

10/6/2026 12:00:00 AM

Customer Satisfaction Surveys (CSS) are known as an effective tool for strengthening communication an‎d interaction between customers an‎d organizations an‎d are widely used in quality management. In todayʹs competitive world, maintaining an‎d enhancing customer loyalty is of great importance an‎d one of the key methods to achieve this goal is the use of customer satisfaction surveys. The purpose of the present study is that customer satisfaction in the diaper hygiene products industry depends on several factors such as product quality, reliability, compliance with consumer needs an‎d overall customer experience. The main objective of this study is to identify an‎d analyze the key factors affecting customer satisfaction an‎d loyalty in the cellulose hygiene products industry with an emphasis on diapers. For this purpose, the SERVQUAL model, which includes the dimensions of reliability, tangibility, empathy an‎d responsiveness, has been used along with Garvinʹs eight quality dimensions including performance, features, reliability, conformity, durability, serviceability, aesthetics an‎d perceived quality. In this study, by holding expert meetings an‎d collecting customer data, the gap between expectations an‎d actual satisfaction was examined. The Likert scale was used to assess customer satisfaction an‎d the Net Promoter Score (NPS) was used as a tool to predict customer loyalty. Data analysis in this study was conducted using regression methods to identify relationships between effective variables. Also, challenges related to missing data were addressed an‎d methods for compensating for this data were examined. The results of this study can help managers improve the quality of products an‎d services, gain customer trust, an‎d increase market share. Also, the findings of the study show that the reliability an‎d validity of measurement tools such as Cronbachʹs alpha play an important role in ensuring the accuracy of the results. Finally, this study will contribute to improving quality an‎d sustainable development in the diaper industry by providing a comprehensive approach. In this study, a questionnaire was designed an‎d developed to examine customersʹ opinions an‎d views on diaper product quality. Through a detailed analysis of this data, an attempt is made to identify the factors that have the greatest impact on increasing customer satisfaction. This study also helps organizations to allocate their resources an‎d time optimally, thereby increasing productivity an‎d sales. In other words, this study helps organizations to make the necessary changes in the quality of their products based on the needs an‎d deman‎ds of customers an‎d, as a result, to improve the level of customer satisfaction. The results of this study can help decision-makers to develop better strategies to attract an‎d retain their customers. In general, this study has attempted to use various quality an‎d customer satisfaction measurement tools, including the SERVQUAL model, Garvinʹs quality dimensions, the Likert scale, the NPS index, an‎d regression analysis, in a chain approach, to provide a comprehensive an‎d accurate picture of the factors affecting customer satisfaction an‎d loyalty by combining these tools. Finally, the two factors of softness an‎d softness an‎d the shrinkage of the inner content of the diaper have a significant impact on the customerʹs willingness to repurchase. This result indicates the high importance of comfort an‎d soft touch experience in the customer experience, an‎d the shrinkage of the inner content of the diaper plays an important role in preventing deformation an‎d customer dissatisfaction. This factor clearly shows that the structural features of the diaper can also affect the willingness to repurchase.

نظرسنجي رضايت مشتري، وفاداري مشتري، كيفيت محصول، تحليل نظرات مشتريان، پوشك، بازار هدف، افزايش فروش، بهبود كيفيت.

Customer satisfaction survey, customer loyalty, product quality, customer opinion analysis, diaper, target market, increase sales, improve quality.

Hamed Azram

Mostafa Jafari