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.

摘要 本研究针对巴西一家核心的企业资源计划（Enterprise Resource Planning, ERP）系统供应商机构，应用了欧洲顾客满意度指数（European Customer Satisfaction Index, ECSI）模型。该模型用于剖析顾客满意度与其前置影响因素（品牌形象、期望质量与感知价值）以及结果变量（顾客抱怨与顾客忠诚）之间的内在关联。本研究对原始模型进行了优化调整，移除了顾客抱怨构念。研究采用两阶段研究设计：探索性阶段通过焦点小组座谈与深度访谈开展前期调研；描述性阶段实施线上电子问卷调研，最终回收有效样本684份。本研究使用的测量量表大多引自已有研究，仅质量量表为本次研究专门开发。研究采用结构方程模型（Structural Equation Modeling）与多元统计分析技术对数据进行分析，结果表明品牌形象、感知质量与顾客满意度对顾客忠诚具有显著正向影响。最后，本文对研究结果展开讨论，并分析了其对管理者的实践启示与未来研究方向。