The first and main principle of marketing is focusing on customer’s needs and wants, by ignoring the above principle; the organization is not able to exist. Nowadays, most companies have noted that providing qualified products and service according to customers’ needs and wants cause them to reach to a strong competitive advantage. This advantage leads to higher sales and profit for companies. Therefore, their recognition of the factors that influence customers’ satisfaction and taking suitable strategies and plans for providing these factors is one of the most important companies’ activities in competitive markets. SAIPA Company as one of the largest vehicle manufacturers in Iran and Middle East most consistently try to satisfy customers on the products and services in order to compete with its domestic and foreign competitors in coming years. The present research is accomplished in order to determine and rank the effective parameters on SAIPA passenger car customer’s satisfaction using AHP technique. In this research, first of all, effective criteria of customers’ satisfaction were determined by using available references and SAIPA experts’ points of view and the decision modeling was designed. Then using this criteria, a questionnaire was composed for determining importance and ranking criteria effecting on passenger car customers’ satisfaction. The elected data was analyzed using “Team Expert Choice” software and all the research hypotheses were confirmed.