فرزام بحرینی

Introduction: Due to the limited resources and facilities that organizations face, we must first identify and prioritize the factors that are of higher importance to customers and will lead to their satisfaction, and then based on priority and importance. Agents took the necessary measures to provide goods and services that meet the highest degree of customer satisfaction. Therefore, the purpose of this study is to rank the criteria and sub-criteria affecting the decision to buy steel ingots customers and, in this regard, the role of ethical factors has been considered. Material and Methods: The method used in this research is DANP method. The statistical population was experts, business managers and CEOs of companies buying steel ingots, 19 of which were selected by purposive sampling. The analysis tool was an interview and a questionnaire. The data analysis method was Dematel method and drawing their causal diagrams and ranking the factors influencing the decision-making process of steel ingots using ANP method. Results: The results showed that the criterion of economic factors of purchase with a weight of 0.2208 ranked first, the criterion of specific factors of seller with a weight of 0.1998 second, the criterion of ethical factors with a weight of 0.1952 third, the criterion of specific factors of product with a weight of 0.1923 fourth and finally Buying conditions factors with a weight of 0.1919 are ranked fifth. Conclusion: The present study showed that the main factors in customers' purchasing decision include economic factors, seller-related factors, ethical relationship, product-related factors and factors related to purchase conditions