Proposal of a Customer Satisfaction Index Model (Part of the Antecedents) Adopted to the Algerian Context

Abstract

Measuring customer satisfaction is an efficient method for evaluating organisational performance of firms, especially in today’s competitive environment. In the Algerian context, where the industry is developing rapidly and the customer satisfaction and its antecedents have an importance for the most of the Algerian companies, it becomes crucial to explore the factors influencing customer satisfaction in the industrial sector. Therefore, the main objective of this study is to develop a specific model for a customer satisfaction index in the Algerian industrial environment. The inexistence of this type of models in the Algerian context has provided difficulties to companies in detecting what affects the satisfaction of their customers; this research can help them to find out what are the factors that impact on the customer satisfaction and improve it. To achieve this, we have examined previous studies conducted in other countries to identify the antecedents of customer satisfaction. The research methodology employed in this study follows a quantitative approach. We conducted a questionnaire survey among a sample of 203 customers of the BCR brand, which specialises in faucet production. The questionnaire was designed to measure various factors, including corporate image, customer expectations, perceived quality, perceived value, price, and handling of complaints. The collected data was analysed using SPSS software, and the model will be constructed using Smart-PLS software. The findings of the study confirmed that three variables significantly impact customer satisfaction in the studied context: perceived value, price, and perceived quality, specifically focusing on the sustainability dimension. Based on these results, we have developed a customer satisfaction index model, specifically focusing on the antecedents’ part, which incorporates these three variables.