Document Type : Original Research


Department of Executive Management, University of Mazandaran, Babolsar, Iran


In the intricate and dynamic landscape of the Crude Oil Products Industry, it is imperative for companies to comprehend customer needs and desires thoroughly. This understanding enables proactive responses to customer needs, fostering enduring, mutually beneficial business relationships, and leveraging customer dissatisfaction as opportunities for service recovery and retention. This study aimed to develop a B2B customer complaint management model for Iraq’s crude oil products industry, employing a mixed-exploratory research method. The qualitative phase encompassed documentary analysis and theme analysis, revealing several critical components as influential factors in the customer complaint management model through literature review and in-depth interviews. The quantitative phase utilized Interpretive Structural Modeling (ISM) to identify and evaluate these key components. The ISM analysis provided valuable insights into the hierarchical relationships and influences of these factors, identifying timely product delivery and effective customer interaction as the most influential factors at the highest level.


Main Subjects


©2023 The Author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers.

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