Providing customer satisfaction and customer focus is important for companies and
organizations in the dynamic environments in this modern competitive world. The aim of
this study is to measure customer satisfaction of pasteurized milk company in Isfahan. The
population in this research was all shopkeepers in Isfahan. The method involved in this
research was a descriptive survey. Data collection was done using cluster sampling. Apart
from that, data analysis and hypotheses testing were conducted by regression and
correlation respectively. SPSS and Excel software were used to conduct data analysis,
hupoheses testing and structural equation modeling. The following hypotheses were tested
and results showed that there is a relationship between variables: 1) product, 2) Price, 3)
Advertising and promotion, and 4) Distribution with the shopkeepers'satisfaction.
Futhermore, the company’s strengths and weaknesses were identified and finally the
practical recommendations, advertising and promotion proposals were assessed.
