Cristina López Caro () (Universidad del País Vasco) Karmele Fernández Aguirre () (Universidad del País Vasco) Petr Mariel () (Universidad del País Vasco)
Abstract
In this paper, we present a new theoretical representation of the Consumer Satisfaction Index (CSI) based on Structural Equation Modelling (SEM). We use panel data collected by an automotive magazine to apply our approach and assess the applicability in the field of marketing by formulating a competitive strategy in the Spanish automobile industry. The basic structure of the CSI is based upon well established theories and approaches to customer satisfaction (see Fornell 1992; Fornell et al., 1996). The structure based upon these theories consists of a number of latent factors, each of which is operationalised by multiple measures. The purpose of this paper is to propose a new way of representing the structure of Spanish Consumer Satisfaction (CS) in the automobile industry to study and compare the implications of its representations. We will discuss that CSI is a global evaluation constructed on the basis of its particular component evaluations. Apart from building a new way of representing the structure of CS, this work tries to correct for the bias produced by the particular method of calculus employed by the magazine.
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Paper provided by Universidad del País Vasco - Departamento de Economía Aplicada III (Econometría y Estadística) in its series BILTOKI with number
200312.
Order Information: Postal: Dpto. de Econometría y Estadística, Facultad de CC. Económicas y Empresariales, Universidad del País Vasco, Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain Email:
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Find related papers by JEL classification: C33 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Models with Panel Data
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