- Written by Ronald van Haaften
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Survey equation model
I recommend to implement the European Customer Satisfaction Index model (ECSI) as processed and renamed by EPSI, see figure 1. The model is described in my literature study and it comply with twelve criteria. See also The European Customer Satisfaction Index (ECSI).
Figure 1 The European Customer Satisfaction Index model (ECSI).
The model includes the latent corporate image variable which fulfils a significant role in risk reduction and information efficiency. Perceived product quality and perceived service quality two other important latent variable which fulfil an important function in B2B consultative selling organisation
The ultimate objective of the customer satisfaction program is to generate, analyse and present results from all these dimensions and relate them to key performance indicators. The EPSI approach is based on a proven casual model. The general strict anticipation within EPSI is that the econometric model should be able to explain around two thirds of what drives customer satisfaction. In general, the EPSI model is able to explain the major part of the variation in customer satisfaction based on the five specified drivers in the model. See figure 2
Figure 2 Drivers and causal building blocks.
EPSI is characterized by independence and a scientific background. These are combined with regularity in surveys, proven quality of methods and results, rich international benchmark database and new areas of research offered by the market and society. The network of EPSI national platforms and clients is active in around 20 European countries.