Abstract
PurposeA study of the Spanish wine sector, in this case specifically the Designation of Origin (DO) Somontano, requires validation of the European Customer Satisfaction Index (ECSI), which also needs to be improved and adapted to obtain more information on customer satisfaction. The paper aims to discuss this issue.Design/methodology/approachIn this paper the ECSI model was applied, based on structural equation modeling (SEM) using the partial least squares.FindingsAn empirical analysis shows that the importance of customers’ expectations and perceived quality are the most influential factors in achieving satisfaction. Also highlighted in the new model is the linkage between service and product qualities in a unique variable, total quality.Originality/valueIn addition to validating the ECSI model for DO Somontano, a new innovative implementation was developed and tested to improve the calculation of satisfaction.
Highlights
In order to obtain greater benefits all the wine companies desire to know how can they quantify the customer satisfaction with the purpose of acquiring a strategic advantage with their competitors
Several countries have developed National Satisfaction Indexes, based on structural equation models (SEM), which help to achieve the causal analysis of the different variables involved in the structural models and determine the amount of client satisfaction, this variables influence on satisfaction so they are a consequence of customer satisfaction or dissatisfaction from the consumption of a product and service
If we focus on figure 1, the exogenous latent variables are independent of the other variables and they do not receive impacts on the graphic representation as only arrows emerge
Summary
In order to obtain greater benefits all the wine companies desire to know how can they quantify the customer satisfaction with the purpose of acquiring a strategic advantage with their competitors. One of the most effective way to carry it out is through an econometric study. Enterprises design different measurement tools that allow them to comprehend the customer satisfaction indexes. An evaluation and analysis of these satisfaction indexes constitute an indispensable mechanism to measure the customers needs. Many authors have studied customer satisfaction and what it represents. One of the most important author was Oliver (1980). He explained the satisfaction as a feeling that comes from one or several experiences and he is in agreement with
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