a new approach on using data mining techniques in identifying effective factors on customers’ satisfaction

one of the most important issues in the domain of customer relationship management is identifying the factors that affect customer‘s satisfaction. accordingly, we focus on this subject and try to propose a new approach on using association rule technique in this domain. this technique provides us with identifying the relationship between different effective factors and the csi index thorough if-then rules and also detecting the most effective factors which influence customer’s satisfaction. the results of implementing the proposed approach in “bahman diesel” company imply that customer’s satisfaction of mobile services is the most effective factor. the behavior of the company’s employees and the waiting time of reception have also considerable effect. other organizations can also use the proposed technique combining their statistical analysis to indentify the most effective factors on customer’s satisfaction and to make more effective decisions in their crm strategies.