The EPSI model as the main factor for identifying customer satisfaction: empirical research

Abstract

Literature reveals the growing interest among researchers [Verdú, A., Lloréns, F. J., & Fuentes, M. (2004). Measuring perceptions of quality in food products: The case of red wine. Food Quality and Preference, 15(5), 453–469.; Rundle-Thiele, S. (2005). Elaborating customer loyalty: Exploring loyalty to wine retailers. Journal of Retailing and Consumer Services, 12(5), 333–344.] to understand the elements involved in the formation of customer satisfaction and loyalty in the consumption of Designation of Origin wines. This study is based on the pan-European Customer Satisfaction Index and develops a model of causal relationships using the covariance-based approach (AMOS 19) in order to determine the relationships existing between the variables and the weight of each variable contributing to customer satisfaction. In this paper, the model was applied to study the satisfaction of 398 consumers of Qualified Designation of Origin Rioja wine (Spain). The results show consumer satisfaction with this Designation of Origin wine is very high and it fulfils their expectations, with higher satisfaction values than those obtained for other Designation of Origin wines, revealing inter-relationships with image, expectations, perceived quality, value and loyalty. The results of this study may be useful for winery managers since they will allow them to value their current position in the market.