Did your efforts really win customers’ satisfaction?

Abstract

The national customer satisfaction index (NCSI) shows that these indices compare and estimate the competitiveness and financial benefits for countries and industries. However, general enterprise uses the concepts of NCSI deficiently in the practice of CS activities. This paper will express the latent variables in the NCSI models of different countries in order to highlight all the efforts companies have made in promoting CS activities to win customers’ satisfaction and loyalty. Through the successful experience of a Taiwanese company, the relationship between the NCSI and the various concrete issues within the CS program is compared. Also, this article proposes the concept of a “matching rate” to show how the necessary concrete issues of all CS activities must link with the latent variables of NCSI. Finally, the managerial implications of the matching rate are explained, and it is suggested how an enterprise can use the rate to draw up the strategy of the CS program.