La satisfacción del cliente: desde una perspectiva del modelo de índice europeo (ECSI), en el sector del calzado

Abstract

Nowadays the costumer satisfaction in the footwear industry is a global concern, which increases in local companies around the world, current customers want that all products satisfy and exceed their requirements, and also a high performance. In addtition other characteristics are important in their products development, influenced greatly by the raising production competition and marketing of local imported products. The factors related with satisfaction were determined by the european customer satisfaction index, which consists of 6 dimensions that are used to measure the most significant aspects that influence satisfaction, the analysis units were people, who have daily conctac with customers in the footwear buying process, located in stores of many cities in Ecuador, the measure methodology data mining through decission trees model. The outcomes show that the proposed factors given by the european customer satisfaction index: image, expectations, percibed value, percibed quality, loyalty and claims are related to customer satisfaction in footwear business. The initial items oh the model were modified according to the research. At the end the study comes up with a desing of market intelligence practical model for the customer satisfaction research, formed by 6 dimensions plus the study variable and 23 items, analized and tested statistically for their application.