Customer Satisfaction Index studies have become standard practice in many industries and individual companies for improving performance through increased customer loyalty. However, customer decision-making and satisfaction in transitional economies have so far been studied less extensively in systematic ways. This paper reports on major empirical research focusing on customer perceived quality, satisfaction, retention and loyalty measurements taken in North-West Russia. The study covers nine sectors (represented by 12 industries), including telecommunications, processed food, household appliances, banking, health care, public transport, postal service, retail clothing and media for local households. A micro econometric model based on the European Customer Satisfaction Index framework is devised. Based on this, certain data collecting tools have been derived that take into account the specific features of consumer behavior in the former centrally planned economies. Data on actual purchasing experience have been collected from final consumers by personal interviews. In total, almost all the major suppliers have been reviewed within the selected industries, and some 8000 personal interviews have been conducted. Based on the empirical data the index numbers and impacts are estimated for the simultaneous model using partial least squares methods. The results obtained show that the Russian market is getting more competitive and dynamic. The situation can change very quickly and Russian consumers are starting to have preferences for quality products rather than cheap ones, especially when they purchase long-lasting goods. On the other hand, talking of day-to-day products, low prices make the customer less choosy in terms of quality.
展开▼
