This paper is the result of a quantitative research project that discusses the application of the multivariate technique structural equation modeling or path analysis, to the assessment of a theoretical customer satisfaction framework, using a sample of elderly consumers in Brazil. The authors discuss customer satisfaction and structural equation modeling, and present a literature review of both topics. The customer satisfaction model that was used in the modeling process is then shown. The main objective was to investigate what leads to customer satisfaction among the elderly, trying to identify which factors are the most relevant to the post-purchase response in this specific market segment. It was found that of the antecedents proposed by customer satisfaction theory, the ones that most contributed to the satisfaction response in this segment were: performance, disconfirmation, justice and emotions.
customer satisfaction; structural equation modeling; elderly segment
