revise their relations with complainants and to remedy the quality of their services. On this basis, cooperatives’ managers are recommended to patient in resolving the problems of members and shoppers and address to mem- bers’ recommendations and critics by organizing regular meetings.
Although personnel component has the best status among other marketing mix components, cooperatives’ managers are recommended to address their employees and increase their awareness and train them in order to improve this status since customers know service pro- viders under the name of the organization and if the per-sonnel have not passed adequate training, it will be dif-ficult for them to provide competent services.
The key of effective pricing is to recognize shoppers’ traits, the reason of their shopping and how to decide to shop. Since many members of cooperatives are em- ployees of entities with medium income level, discounts can impact highly on the purchase by such members. Hence, cooperatives’ managers are recommended to de-crease the prices rationally or to give discounts to shop-pers and to pave the ground for paying the price of ex-pensive commodities by installments so that customers and members will be encouraged to further shopping.
Customers look for more convenience and they expect to receive their goods anywhere and anytime they like. On this basis, cooperatives’ managers are recommended to establish phone order and delivery system in order to pave the ground for more orders and eliminate shoppers’ concerns by transporting heavy and big commodities.
Cooperatives’ managers are recommended to establish a regular polling system in order to identify customers’ demands and to meet them. In the meantime, by pro- viding a variety of products like home appliances, clothes, cosmetics, etc, they can pave the ground that customers can find all their needed goods through one cooperative.
The conditions of physical ambience can impact nega-tively or positively and most companies pay high atten-