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  5. The European Customer Satisfaction Index (ECSI)
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Ronald van Haaften By Ronald van Haaften
Ronald van Haaften

5.1.4 The European Customer Satisfaction Index (ECSI)

The ECSI represents another variation on the ACSI model (Eklöf, 2000). The customer expectations, perceived quality, perceived value, customer satisfaction, and customer loyalty constructs are modelled the same as in the ACSI. See figure 17. The survey questions are also all rated on 1to 10-point scales.

The European Customer Satisfaction Index model

Figure 17. The European Customer Satisfaction Index model.

 

The distinction between service quality and product quality in a subset of ACSI industries is standard in the ECSI. The measures of customer loyalty are also somewhat different. For the ECSI the loyalty measures include likelihood of retention, likelihood of recommending the company or brand, and whether the amount customers are likely to purchase will increase.

There are two more fundamental differences between the ACSI and ECSI models. First, the ECSI model does not include the incidence of complaint behavior as a consequence of satisfaction. As described subsequently, there is good reason for this change. Second, in keeping with the original NCSB, the ECSI model incorporates corporate image as a latent variable in the model. Corporate image is specified to have direct effects on customer expectations, satisfaction and loyalty. ESCI has been renamed EPSI which stands for European Performance Satisfaction Index. This has been done in order to open in for other performance measures like employee satisfaction and society trust. The EPSI Rating is run under the umbrella of a European not-for-profit organization, associated throughout its history and by its approach with the following leading European quality organizations EFQM (European Foundation for Quality Management, EOQ (European Organization for Quality) and IFCF(International Foundation for Customer Focus).

 

Table 9 Latent and manifest variables ECSI

{supertable}
{active 1} {headcols 1 15} {headrows 1} {rowheight 1 45px} {active 1}
Latent variables Manifest variables
Corporate image Overall image
Corporate image Image of branches
Corporate image Ethics
Customer expectations Overall expectations
Customer expectations Interactive expectations
Perceived value Value for money
Perceived value Comparison with competitors
Perceived service quality Overall quality perception
Perceived service quality Meet requirements
Perceived service quality Service quality
Perceived service quality Reliability and accuracy provided
Perceived product quality Overall quality perception
Perceived product quality Meet requirements
Perceived product quality Technical product quality
Perceived product quality Reliability
Customer satisfaction Overall satisfaction
Customer satisfaction Fulfilment of expectations
Customer satisfaction Comparison with ideal
Customer loyalty Repurchase behavior
Customer loyalty Intention to buy addition
Customer loyalty Intentions to recommend

 

{/supertable}

 

Table 10 Exogenous and endogenous variables ECSI

{supertable}
{active 1} {headcols 1 15} {headrows 1} {rowheight 1 45px} {active 1}
Variables Exogenous variables Endogenous variables
Variable ECSI Corporate image Customer expectation 
Variable ECSI Perceived product quality Perceived value
Variable ECSI Perceived service quality Customer satisfaction
Variable ECSI   Complaint
Variable ECSI   Customer loyalty

 

{/supertable}
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