TAILIEUCHUNG - Measuring Customer Satisfaction In The fastfood Industry

American Costumer Satisfaction Index (ACSI) and European Customer Satisfaction Index (ECSI) Intangible economic indicators Conducts analyses of customer service quality in 35 separate industries, 190 companies and government agencies on a scale of 1 to 100 Post-consumption assessment by the user about the product or service gained Uses expectancy confirmation-disconfirmation approach: focuses on service comparisons with customers prior expectations | Measuring Customer Satisfaction In The Fast Food Industry: A cross-national approach G. Ronald Gilbert Cleopatra Veloutsou Mark . Goode and Luiz Moutinho Oral Summary International Services Marketing Ulrich Öfele Tuesday, 17 January 2006 -1- Overview: 1. Authors and outline of the text 2. Research objectives 3. Methodology and Instruments 4. Factorial Findings 5. Managerial Implications 6. Conclusion 7. Discussion 18/01/2006 -2- Ulrich Öfele 1. Authors of the text G. Ronald Gilbert Associate Professor Florida International University, Dade, Florida, USA. Cleopatra Veloutsou Lecturer in Marketing at the University of Glasgow, Glasgow, UK. Mark . Goode Lecturer in Marketing and Market Research, at Cardiff University, Cardiff, UK. Luiz Moutinho Foundation Chair of Marketing at the University of Glasgow, Glasgow, UK. 18/01/2006 -3- Ulrich Öfele 1. Outlineof thetext Aim of the paper: development and validation of a scale for the measurement of customer satisfaction within the international fast food industry Cross-cultural investigation of fast food industry Examines various approaches for measurement of customer satisfaction Identifies two empirically derived measures of customer satisfaction applicable to cross cultural analysis Managerial implications and recommendations Style: scientific and statistical 18/01/2006 -4- Ulrich Öfele Objectives (I) American Costumer Satisfaction Index (ACSI) and European Customer Satisfaction Index (ECSI) Intangible economic indicators Conducts analyses of customer service quality in 35 separate industries, 190 companies and government agencies on a scale of 1 to 100 Post-consumption assessment by the user about the product or service gained Uses expectancy confirmation-disconfirmation approach: focuses on service comparisons with customers prior expectations The CSI’s are useful for large companies and industries But: not useful for one product line within a company or grouping of .

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