Universal structure modeling approach to customer satisfaction index

Purpose – Previous researches have proven that customer satisfaction and loyalty are affected by complicated relationships and are challenging to European customer satisfaction index (ECSI) model. Existing approaches mostly limit their hypotheses to linear relationships, which hinder much information that would lead to better modeling and understanding the relationship between customer satisfaction and loyalty. The purpose of this paper is to reveal potential nonlinear and interaction effects that might be embedded in antecedents of ECSI by exemplifying it in Turkish telecommunications sector.Design/methodology/approach – This papar has justified the validity and reliability of the ECSI model implementation in Turk Telekom Company. The path models are tested via conventional structural equation modeling (SEM) and using a novel method, i.e. universal structure modeling with Bayesian neural networks.Findings – The findings of this study reveal that quality has the most important impact on customer satisfact...

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