Abstract
This study develops a decomposed customer satisfaction index (CSI) model to help researchers understand how to achieve a higher level of customer satisfaction. The process followed in developing the decomposed CSI model comprised three phases. To define the service quality (SQ) construct, we first utilised the Delphi method approach in which an expert panel was formed and convened to bring together knowledge and opinions and eventually achieve a consensus on the definition of SQ. The next step was to undertake exploratory factor analysis and confirmatory factor analysis to determine the factor structure of the SQ construct. Finally, a decomposed CSI model was developed by revising the original CSI model and incorporating the decomposed SQ construct.
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