AN EMPIRICAL STUDY OF EUROPEAN CUSTOMER SATISFACTION INDEX (ECSI) APPLICATION IN BRAZIL

ABSTRACT This research implemented the ECSI model (European Customer Satisfaction Index), in one of the most important Brazilian organization, that supplies ERP systems. The ECSI analyses the relationship among satisfaction with its antecedents (image, expectative quality and value) and its outcomes (complaint and loyalty). The original model was modified, as the complaint construct was dropped from the model. The methodology was implemented using a two phase design. The exploratory phase was developed applying focus groups and in deep interviews. At the descriptive phase, an e-survey was accomplished, obtaining 684 valid cases. The scales were obtained from previous studies, except the quality scale, that was developed specifically for this study. The data was analyzed using structural equation modeling and multivariate techniques. It was observed that there is a strong positive impact on loyalty, which was provided by image, quality and satisfaction. Finally, the results are discussed, as the implications for managers and future research.