AN ANALYSIS OF THE NEW NORWEGIAN CUSTOMER SATISFACTION BAROMETER (NEW NCSB) IN A BRAZILIAN SUPERMARKET CONTEXT

SLONGO, LUIZ ANTONIO; VIEIRA, VALTER AFONSO

doi:10.1590/1678-69712007/administracao.v8n3p173-194

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Artigos • RAM, Rev. Adm. Mackenzie 8 (3) • 2007 • https://doi.org/10.1590/1678-69712007/administracao.v8n3p173-194 copy

AN ANALYSIS OF THE NEW NORWEGIAN CUSTOMER SATISFACTION BAROMETER (NEW NCSB) IN A BRAZILIAN SUPERMARKET CONTEXT

UMA ANÁLISE DO BARÔMETRO DE SATISFAÇÃO NORUEGUÊS NO CONTEXTO SUPERMERCADISTA BRASILEIRO

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

A lot of consumer satisfaction barometers have been proposed by the literature. However, a dilemma is that the validity, the reliability, and the methods used to assess customer satisfaction and related constructs continue to learn, to adapt, and to improve over time. Thus, this paper tries to understand the modifications and improvements proposed by the new NCSB in Brazil. New NCSB is considers one of the last satisfaction barometers projected by the literature. The results showed support to seven from twelve hypotheses proposed by the model. Conclusions and general comments end the paper.

KEYWORDS:
Satisfaction; Loyalty; Barometers; Supermarket; Models

VARIABLES BEFORE EFA	DIMENSIONS AFTER EFA	CONSTRUCT	KMO	BARTLETT (P < 0.01)	ALPHA (α)	VE%
4	1	Image	0.85	.000	0.911	78
4	1	Affective	0.80	.000	0.856	70
2	1	Complain	0.50	.000	0.700	77
3	1	Satisfaction	0.70	.000	0.843	76
2	1	Loyalty	0.50	.000	0.747	80
18	3	Quality	0.94	.000	0.940	58^* * The first dimension only, adding the second dimension = 66%, and the third dimension = 72%.
2	1	Calculative	0.50	.000	0.420	63
3	2	Price	0.48	.000	0.843	57^ The first dimension, adding the second dimension = 91%.

MEASURE	CR	AVE	MEAN	IMAGE	AFFECTIVE	COMP.	SAT.	LOY.	QUAL.	PRICE
Image	0.92	0.74	7.5123	1
Affective	0.86	0.61	6.5834	.646	1
Complaint	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	7.4813	.533	.768	1
Satisfaction	0.86	0.68	7.0431	.769	.818	.772	1
Loyalty	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	6.1356	.587	.761	.680	.742	1
Quality 0.90 0.59 7.3123 .596 .717 .842 .779 .630 1	0.90	0.59	7.3123	.596	.717	.842	.779	.630	1
Price ^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed). ^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed). 6.6565 .598 .693 .676 .749 .641 .615 1	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	6.6565	.598	.693	.676	.749	.641	.615	1

HYPOTHESIS	β	β STANDARD.	T-VALUE	ERROR	p	HYPOTHESIS
Satisfaction → Image	0.752	0.769	19.322	0.039	0.000	H1: supported
Satisfaction → Loyalty	0.317	0.237	2.617	0.121	0.009	H7: supported
Satisfaction → Affective	0.890	0.818	22.862	0.039	0.000	H10: supported
Price → Loyalty	0.114	0.096	1.599	0.072	0.110*	H6: not supported
Price → Satisfaction	0.345	0.386	8.794	0.039	0.000	H5: supported
Image → Loyalty	0.048	0.035	0.572	0.083	0.568*	H2: not supported
Complain → Loyalty	0.144	0.114	1.712	0.084	0.087*	H4: not supported
Complain → Satisfaction	0.178	0.188	2.930	0.061	0.003	H3: supported
Affective → Loyalty	0.489	0.398	5.493	0.089	0.000	H8: supported
Quality → Satisfaction	0.370	0.383	6.381	0.058	0.000	H12: supported

ANTECEDENTS	CONSTRUCT-ENDOGENOUS	R²
Handling complain, Quality and Price	→ Satisfaction	0.733
Satisfaction	→ Affective Commitment	0.670
Satisfaction and Affective commitment	→ Loyalty	0.626
Satisfaction	→ Image	0.591

CONSTRUCT-ENDOGENOUS	AIRLINES	BANKS	BUSES	GAS STATIONS	TRAINS
Satisfaction	0.530	0.564	0.564	0.491	0.531
Affective Commitment	0.275	0.425	0.199	0.244	0.224
Calculative Commitment	0.024	0.071	0.069	0.059	0.074
Loyalty	0.625	0.622	0.463	0.563	0.587

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[TFN1] ^*
The first dimension only, adding the second dimension = 66%, and the third dimension = 72%.

[TFN2] ^**
The first dimension, adding the second dimension = 91%.