EPSI UKRAINE COUNTRY REPORT 2007 PILOT STUDY

Transcription

1 EPSI UKRAINE COUNTRY REPORT 2007 PILOT STUDY Stockholm/Kiev 13/02/08 EPSI Rating, 2008

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3 PREFACE The following report constitutes a summary of results from the EPSI Rating (European Performance Satisfaction Index) National Pilot Survey in Ukraine On the Ukrainian side the project has been commissioned by Consumer Society and Citizen Networks. It is prepared for the purpose of offering main survey results to stakeholders and constitutes a reference for the public domain press release information prepared in special. The telephone interview survey was conducted during the period (end of) November 2007 to (beginning of) January 2008 by International Marketing Group Ukraine (IMG Ukraine). The data analysis model is the same as the one used in the other countries within EPSI Rating. This means that the Ukrainian results may be compared with those from other participating countries. As this is the first National EPSI study in Ukraine, the results may also be used for improving the study-design in forthcoming years. The EPSI Rating organization is responsible for this report as well as for the coordination of the entire Pan European work. For further contacts reference is given to the EPSI Rating Office. Responsible for the report and analysis are Associate Professor Jan Eklöf 1, Dr. Johan Parmler 2, and Dr. Irina Selivanova 3. All results presented here are confidential and only submitted for internal use by the assigned stakeholders of the project. For questions and additional information, please contact the EPSI Rating secretariat: +46(0) Sveavägen 59, 5tr, Box 3353, Stockholm 1 E:mail: jan.eklof@epsi-rating.com phone: E:mail: johan.parmler@epsi-rating.com phone: irina.selivanova@epsi-rating.com phone:

4 Who benefits from EPSI? Information on customer satisfaction is needed for better policy and decisionmaking on all levels of society, including: EU to monitor and devise policy instruments focusing on the competitiveness of, for example, European industry compared with other economic centres like the US and south-east Asia; Government for economic policy formulation, analysis of competitiveness, quality analysis and adjustment (including calculation of price development, GDPestimates, productivity trends, etc.). It is true when it comes to living standards for citizens; Non-governmental organizations industry specific and citizens associations for their policy updating and influencing government (including elections and lobbing); Investors to understand the relationship between a company's current condition and its future capacity to produce added value; Corporate managers for improving company profitability due to benchmarking and improvements in value chain; Consumers/citizens to have a voice in measures those reflect living standards. 4

5 TABLE OF CONTENTS Preface Introduction The Pan European EPSI Initiative The Causal Model Approach Survey Operation Ukraine Comparability Summary and international benchmark Main Results Customer Satisfaction Image Expectation and Perceived Quality Value for Money Loyalty Model Profile Company-specific results by industry Important Drivers and Impacts Important Drivers and Impacts Additional Result Satisfaction by gender Satisfaction by age groups Number of alternatives to the current provider Other possible breakdowns...31 References...33 Annex 1: Estimated Models by industry and...38 company...38 Annex 2: Priority By Company and industry

6 1 INTRODUCTION This report presents a summary of results from the 2007 Pilot study EPSI Ukraine. The study is conducted in order to offer full comparability with the results from other European countries. 1.1 THE PAN EUROPEAN EPSI INITIATIVE A European feasibility study for coordinated national studies was conducted in In this, a model for customer satisfaction measurement and analysis, based on the Swedish approach (also similar to the one employed in USA), was proposed. The study led to the initiation of joint Pan European efforts. In 1999 a pilot case study was implemented in 11 countries with more than 100,000 interviews conducted. Over 10 industries were surveyed in several countries, and 4 industries were covered by the great majority of participating nations (retail banking, fixed telecommunications, mobile phones and supermarkets). The results from this undertaking were presented in a general (Pan European) report as well as in sector-specific documents. The efforts during the years have been to further integrate the national surveys with the EPSI Rating standards. In total, national surveys were conducted in 2007 by 15 countries, including some 275,000 interviews from several common industries (retail banking, telecoms, insurance and supermarkets) as well as a number of country-specific sectors. A specific increase was done in the coverage of corporate sector studies in EPSI Rating is an instrument for customer driven strategy work. The results and analysis are essential for companies, investors, industries and society. The analysis provides supplementary information like competitiveness, customer loyalty, and future firm value and is a useful complement to more traditional business ratios. 6

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8 1.2 THE CAUSAL MODEL APPROACH Customer Satisfaction is a multidimensional concept. It is a highly personal matter for the customer, which is influenced by a number of factors. Measurement of customer satisfaction thus needs to take a number of interrelated factors into account. In this approach the analysis is based on applying a micro economic model for determining satisfaction. For measuring Customer Satisfaction in a wider context a structural equation model has been developed based on the components considered above. Thus, the model contains the components Image, Customer Expectations, Customer Perceived Product Quality, Customer Perceived Service Quality, Customer Perceived Value, Customer Satisfaction and Customer Loyalty. The components are viewed as latent variables determined by a set of manifest constructs for each component. Each component is measured, the level of each component estimated, the relevant connections between the components established and the magnitude of the connections estimated. The objective is to provide results that are relevant, reliable, valid and have predictive financial capability. The currently agreed upon framework (with cause effect links) is presented below. EPSI Rating Structural Model Driving Factors Image Results Expectations Perceived Value Customer Satisfaction Loyalty Perceived Product Quality Complaints Perceived Service Quality 8

9 More information regarding methods and analysis can be found in the EPSI Rating Pan European Benchmark Report 2006 or contact the EPSI Rating office. 1.3 SURVEY OPERATION UKRAINE 2007 The study in Ukraine has been conducted in cooperation between EPSI Rating and the EU/UNDP supported Consumer Society and Citizen Networks (CSCN) project in Ukraine. Planning of this initial study took place during the summer and fall 2007 during two missions to Kiev by Dr Jan Eklöf and one by Dr. Irina Selivanova. After launching of the pilot, a joint study in Ukraine was conducted by the EPSI-affiliates Dr Johan Parmler (data collection and analysis expert) and Mr. Vladimir Votapek (representing the EPSI Czech Republic entity). It was agreed that the following industries/sectors were to be covered in this first study: Retail banks Mobile phones General Insurance Supermarkets Public (intra-city) transport After tendering, the data collection agency International Marketing Group Ukraine (IMG) was commissioned for the field operation. The Ukrainian study was to be run parallel to all other European EPSIstudies. For this purpose a survey manual was supplied. A report of the field work stage has been prepared by IMG Ukraine, see reference list. Basically, the collected datasets were found to be comparable with the ones from other countries. The filed work was conducted during the period December 2007 (beginning of) January 2008 by telephone interviewing. Master sample frames were supplied by/through IMG Ukraine for this 9

10 purpose. A few compromises were adopted for this pilot in order to make it feasible to conduct in time. An evaluation of the technical quality and lessons learned is now being prepared in order to offer insight for future annual studies in Ukraine. 1.4 COMPARABILITY In any multi-temporal, cross-national and cross-cultural study, one tries to control as much as possible for any factors that may distort comparability. This is one of the main reasons why the EPSI Rating initiative was developed for conducting systematic customer satisfaction studies on the European continent. It is therefore possible to compare results between companies, industries, countries (within the EPSI Rating framework) and over time. The main index Customer Satisfaction can take any value between 0 and 100. The same goes for the other measurement. A higher value is obtained when the customers rates their provider better. A difference of around units or more between two companies are statistically significant with 95 % confidence. Comparing industries, only 1 unit is enough (with 95 % confidence). Overall, satisfaction scores above 75 indicate that the studied organisation/supplier has a very strong and positive relation with the user/consumer, while in the case of a score below 60 the opposite situation is prevailing (with a problematic and negative relationship. 1.5 SUMMARY AND INTERNATIONAL BENCHMARK The study in Ukraine covered 5 sectors/industries being: Retail banks Mobile phones General Insurance Supermarkets 10

11 Public (intra-city) transport Most of these are similar to the ones studied in the majority of European countries covered by EPSI. The customer satisfaction results for Ukraine look as follows, Diagram 1. Consumer Satisfaction EPSI Ukraine Satisfaction Score Personal transport Retail Banking Insurance company Mobile provider Supermarket National Ukraine Industry As is seen, the highest average scores are obtained for mobile phone providers, and the lowest for person (intra-city) public transport. The average satisfaction level for Ukraine is 72.4 compared to the GDPweighted score of 68.3 for all European countries studies within EPSI. 11

12 Customer Satisfaction Index by Country 85 Customer Satisfaction Index (EPSI) Denmark Finland Greece Portugal Sweden Ireland Iceland Russia Estonia Latvia Lithuania Norway Czech Republic Pan European Average Ukraine The satisfaction levels by industry in the Pan-European study are given below. Customer Satisfaction Index by Sector Customer Satisfaction Index (EPSI) Banking Mobile Supermarket Insurance Pan European Average Datacom 12

13 It is seen that the highest satisfaction scores are obtain for retail banking, with general insurance on second and mobile phones (with increased satisfaction in 2007) on third place. Supermarkets come on the fourth place with slightly deteriorating satisfaction levels over time. 13

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15 2. MAIN RESULTS The results of the pilot national study are presented in the following sections. In the next, the obtained customer satisfaction scores by industry are given. After that, results for the driving aspects (from Image to Value for money) are reported, and further on the perceived loyalty to the current supplier is analysed by industry. At the end, some basic results concerning improvement potential and priority areas for the respective industries are highlighted. 2.1 CUSTOMER SATISFACTION Customer Satisfaction is defined as the main goal variable in the EPSI Rating structural analysis. It is measured by three specific questions as follows (the scale 1 10 is used throughout): How satisfied are you overall with the provider/supplier in the studied industry? To what extent do you consider that all your expectations on the supplier is fulfilled at present? How close/far away from an ideal (perfect) supplier in this industry is your current provider/supplier? Table 2.1 Customer Satisfaction EPSI 2007 Rating by industry Industry EPSI Personal transport 62.3 Retail Banking 73.8 Insurance company 69.8 Mobile provider 80.0 Supermarket 76.2 National Ukraine 72.4 In each studied industry, the dominant providers/suppliers have been pre-listed and measured separately (those with at least 8 10 percent in market share). In addition the group all other 15

16 providers/suppliers has been included. The number of companies/providers per industry and the spread in satisfaction between the best provider and the one with lowest satisfaction (EPSI) score are listed below. No. of Companies and spread in satisfaction EPSI Number/spread in EPSI No. Of Companies Spread 0 Personal transport Retail Banking Insurance company Industry Mobile provider Supermarket It is seen that in the sector personal transport only one specific company (the state owned railway company) and the group all others are recorded. The state owned railway company obtains a much lower satisfaction level than the group all others. This explains the high level of spread observed here (7.7 units between the two entities recorded). At the same time it is seen that the spread in retail banking, insurance and mobile providers is rather low. In the supermarket industry 6 chains are measured and a rather wide spread is observed also here. The scores given by individual customers vary quite a bit. This means that it is possible to obtain the same mean satisfaction level based on different distributions (from an even spread between very dissatisfied and very satisfied customers to a picture with almost all close to the average). The more spread among the customer base there is, the more difficult it should be to adopt common quality improvement and 16

17 business excellence strategy. This can be evaluated by examining the spread of customer satisfaction. Spread by Industry - EPSI 2007 Percent of all 70% 60% 50% 40% 30% 20% Personal transport Retail banking General Insurance Mobiles Supermarkets 10% 0% Satisfaction group It is clear that the largest percentage of dis-satisfied customers are found in personal transport and general insurance. Banks and mobile telecoms providers offer the best satisfaction according to the customers. 2.2 Driving aspects In the following we present the 5 driving aspects one by one, in accordance with the way they are introduced in the causal model IMAGE The image is measured in order to give a general understanding of the perception the company/provider has in the society. 4-5 different questions are used in this connotation trying to capture various dimensions of what is usually associated with the corporate image 17

18 (brand); (the set of questionnaires in available in a separate document, see reference list). Table Image EPSI Rating Industry Image Personal transport 59.9 Retail Banking 79.8 Insurance company 80.9 Mobile provider 81.1 Supermarket 78.5 National Ukraine 76.0 The image latent has a direct relation to customer satisfaction but it also affects the other measurements such as product and service quality. Image is an important driver in all industries. A one unit increase in image results in a total increase in satisfaction of around units on average. The difference is though significant between industries, and especially from one company to another EXPECTATION AND PERCEIVED QUALITY Expectations give a measure of how much the actual customers of the respective bank expects to gain from the relationship. The aspect perceived product quality refers to the actual offering in terms of products and banking services that the customer finds useful from the provider. Perceived service quality focus on the customer employee relationship and the availability of the service-functions provided. The aspect expectations will be the first focus and thereafter the perceived quality. Table 2.2.2a Expectations EPSI Rating Industry Expect Personal transport 68.8 Retail Banking 80.4 Insurance company 76.7 Mobile provider 80.7 Supermarket 78.4 National Ukraine

19 The results for the quality aspects are presented below for both the product and service-dimension. Table 2.2.2b Product Quality EPSI Rating Industry ProdQ Personal transport 62.4 Retail Banking 80.8 Insurance company 78.0 Mobile provider 81.5 Supermarket 79.2 National Ukraine 76.4 Table 2.2.2c Service Quality EPSI Rating Industry ServQ Personal transport 58.1 Retail Banking 79.3 Insurance company 78.8 Mobile provider 82.1 Supermarket 80.0 National Ukraine 75.7 Generally speaking, product quality is more important for achieving high consumer satisfaction than service quality. However, the impact differs between industries, and even more between individual companies VALUE FOR MONEY Perceived value (value for money) is devised in order to capture the relationship between what is obtained (delivered) and the price/cost of obtaining this. It is in part related to the price-tag of the offering, but not merely so. 19

20 Table Value for Money EPSI Rating Industry Value Personal transport 59.2 Retail Banking 78.1 Insurance company 76.1 Mobile provider 80.4 Supermarket 77.0 National Ukraine

21 2.2.4 LOYALTY In the EPSI Rating model, loyalty is measured by 2 5 different variables focusing on devotion to stay with the current provider, word of mouth and recommendation behavior. Table Loyalty EPSI Rating Industry Loyal Personal transport 67.5 Retail Banking 74.8 Insurance company 69.8 Mobile provider 80.9 Supermarket 78.6 National Ukraine 74.3 From the above table it is seen that the loyalty is equal to, or slightly higher than, customer satisfaction in most industries. This means that there is a switching barrier perceived by customers to change from one supplier to another. When it comes to personal transport, the prevalence of alternatives is not even at hand in all instances MODEL PROFILE The results for all latent variables are summarized and presented below in profiles. Table Profile EPSI Rating Industry Image Expect ProdQ ServQ Value EPSI Loyal Personal transport Retail Banking Insurance company Mobile provider Supermarket National Ukraine

22 Profile by Industry EPSI Ukraine Personal transport Retail Banking Insurance company Mobile provider Supermarket National Ukraine Index level Image Expect ProdQ ServQ Value EPSI Loyal Aspect 22

23 3. COMPANY-SPECIFIC RESULTS BY INDUSTRY In the following tabulations, a few illustrative results by company/provider are presented, industry by industry. For more details reference is given to Annex 2. A: Personal Transport The main operator studied in this sector is the state owned railway company (UKRZALIZNYTSYA - STATE RAILWAY OPERATOR). All other providers of intra-city transport services are pooled together in the group others). Profile Personal Transport EPSI Ukraine Ukrazaliznytsya (State owned railway monopoly) Others Industry Index level Image Expect ProdQ ServQ Value EPSI Loyal Aspect As is seen from the above profile the state-owned company obtains a much less favorable profile than the group others. At the same time, it is seen that the difference between the expectations and the perceived value is especially large for others. It is also found that the prevalence of changing provider is limited (as there is a positive angle from satisfaction to loyalty). 23

24 B. Retail Banks In retail banking the two largest banks and the group all others have been reported. The profile by bank group is as follows (it should be noted that the variation within the group others is substantial illustrating that this group is heterogeneous in character according to the customers). Profile Retail Banks EPSI Ukraine Aval Raiffeisen Privatbank Other 80 Industry Index level Image Expect ProdQ ServQ Value EPSI Loyal Aspect It is seen here that Aval Raiffeisen has the highest image, satisfaction and loyalty scores, while they are doing less well in perceived quality and value for money aspects. 24

25 C: General Insurance Also in the Insurance industry two separate companies are measured. The resulting profiles are given below. Profile General Insurance EPSI Ukraine ASKA Oranta Other Industry Index level Image Expect ProdQ ServQ Value EPSI Loyal Aspect Here the drivers are rather similar in score, while the perceived loyalty construct differs largely between the insurance companies. 25

26 D: Mobile telecom providers Three mobile telecom providers are reported separate. The profiles are as follows. Profile Mobil providers EPSI Ukraine Index level 75 Kyivstar UMC-MTS Life Other Industry 70 Image Expect ProdQ ServQ Value EPSI Loyal Aspect Here we see that UMC-MTS is on top in all aspects, but only marginally higher than Kyivstar in satisfaction. 26

27 E: Supermarkets The number of individually reported brands is highest in the supermarket area. Here 5 are presented, and their profiles are given as below. Profile Supermarkets EPSI Ukraine Arnstor ATB-Market Fozzy Group Garantia-Traid Kviza-Traid Other Industry Index score Image Expect ProdQ ServQ Value EPSI Loyal Aspect Here we see that the spread between companies is rather wide for all studied aspects. 27

28 4. IMPORTANT DRIVERS AND IMPACTS As a result of the causal model approach taken by EPSI Rating, it is possible to identify and assess the important drivers for improving customer satisfaction (and loyalty). The total effect on the satisfaction by increase the latents on the driver side of the model by one unit are presented below. Total effect on Satisfaction by Driver EPSI Impact of 1 unit change Personal Transport Banking General Insurance Mobiles Supermarkets Image Expectations Product Quality Service Quality Value Aspects Impact is the overall most important driver. For Personal transport, banking and Insurance the total effect of a one unit improvement in Image is about 0.6 units in satisfaction. For Mobiles and supermarkets the impact is even higher about 0.75 to 0.8 units. Product quality is on average more effective for improving satisfaction than perceived service quality is. Service quality is especially important for Mobiles and supermarkets. The value for money construct is most important as a driver for supermarkets, mobiles and banking. From the detailed analysis it is possible to scrutinize impacts and priority maps for individual companies. A few examples of this are illustrated in Annex 1 28

29 Priority maps can be used to identify priority areas. Thereafter, a more detailed analysis on each latent can be applied to find areas for improvement. In the more detailed analysis of each latent, the score and weight on each manifest (question) is examined. An area of improvement is the ones where the score is low and the weight is high. 29

30 5. ADDITIONAL RESULT The National Ukrainian EPSI-study is rich on results. It is possible to disaggregate and report on various levels. As an illustration, in the following breakdown results are given by gender and age group. 5.1 SATISFACTION BY GENDER Overall (taking all European countries together) females are more satisfied than males in the majority of cases. In Ukraine, the following results are obtained by industry. Table 5.1 Satisfaction by gender Customer Satifaction Industry Male Female Personal Transport Bank Insurance Mobiles Supermarkets SATISFACTION BY AGE GROUPS The younger the consumer, the les satisfied is the general trend from EPSI. In Ukraine the following results are obtained by age group. Table 5.2 Satisfaction by age group Customer Satisfaction Industry Personal Transport Bank Insurance Mobiles Supermarkets

31 5.3 NUMBER OF ALTERNATIVES TO THE CURRENT PROVIDER In all industries, it is analysed whether the customers see any alternatives to the current provider. This tells how strong the competition is perceived in the said industry. According to the Ukrainian pilot 2007, the following percentages of the consumers by number of alternatives are obtained. Table 5.3 Number of alternatives to the current bank Industry (percent) No alt. 1 alt. 2-3 alt 4 or more alt Retail Banking OTHER POSSIBLE BREAKDOWNS The following standard breakdowns are available to present also for the Ukrainian study 2007: Complaints (complaining and not complaining consumers as well as the score as to handling of complaints; Satisfaction, loyalty and driving aspects by customers that have stayed with the supplier long respectively short periods; Regional dis-aggregation, and Socio-demographic background of the respondents In addition, it is possible to analyse in detail results by individual companies/providers. Further, in the study questions were also asked about the consumer sentiment construct in Ukraine. Overall, the following indices for the general economic expectations during the coming year, as well as the perception for the own economy are obtained. 31

32 Consumer Sentiment Ukraine Index score General economy Aspect Own economy These results are low in terms of the expectation for the general economy compared to what is obtained in other European countries, and high as to the perception of the future own economy. 32

33 REFERENCES Auh, S., Salisbury, L. C. and Johnson, M. D. (2003). Order Effects in Customer Satisfaction Modelling. Journal of Marketing Management Vol. 19, pp Cassel, C., P. Hackl and A. H. Westlund (1999). Robustness of partial least-squares method for estimating latent variable quality structures. Journal of Applied Statistics 26(4): Dermanov, V and J. Eklöf (2001)l Using aggregate Customer Satisfaction Index Challenges and Problems of Comparison with Special Reference to Russia, Paper presented to the 6th World TQM Congress, Saint Petersburg. ECSI Technical Committee (1998). European Customer Satisfaction Index: Foundation and Structure for Harmonized National Pilot Projects. Report, October. Eklöf, J and Parmler, J. (2007a). The Value of Customer Satisfaction. EPSI-research Working Paper. Eklöf, J and Parmler, J. (2007b). Calibration coefficients for EPSI benchmark studies some initial results. EPSI-research Working Paper. 33

34 Eklöf, J and Parmler, J. (2007c). Relationship between perceived and actual loyalty based on panel studies in EPSI. EPSI-research Working Paper. EPSI Rating (2002), Pan European Customer Satisfaction Index 2001, Athens EPSI Rating (2003), Pan European Customer Satisfaction Index 2002, Athens EPSI Rating (2006), EPSI Rating Benchmark report 2005, Göteborg Eskildsen, J. K., & Kristensen, K. (2007). Customer satisfaction: The role of transparency. Eskildsen, J. K., & Kristensen, K. (2006). Preference clustering in customer satisfaction measurement. I Performance Measurement and Management 2006: Public and Private: Papers from the Fifth International Conference on Performance Measurement and Management. (s ). Cranfield School of Management. Eskildsen, J. K., Kristensen, K., & Juhl, H. J. (2005). The Concequences of Different Model Specifications when Estimating National Customer Satisfaction Indices using PLS in PLS and Related Methods. (s ). Barcelona: SPAD. Eskildsen, J. K., Kristensen, K., Juhl, H. J., & Østergaard, P. (2004). The Drivers of Customer Satisfaction and Loyalty: The Case of Denmark 34

35 Total Quality Management & Business Excellence, 15(5&6), Fornell, C. (1992). A National Customer Satifaction Barometer: The Swedish Experience. Journal of Marketing. Vol. 56 No. 1, pp Fornell, C., M. D. Johnson, E. W. Anderson, J. Cha and B. E. Bryant (1996). The American Customer Satisfaction Index: Nature, Purpose and Findings. Journal of Marketing 60(4): International Marketing Group Ukraine, 2008, REPORT ON DATA COLLECTION FOR EUROPEAN PERFORMANCE SATISFACTION INDEX (EPSI) in UKRAINE December 2007 January Working Paper IMG, Kiev. Ittner, C., D. and Larcker, D. F (1998). Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction. Journal of Accounting Research. Vol. 36, pp Johnson, M. D., A. Gustafsson, T. W. Andreassen, L. Lervik and J. Cha (2001). The evolution and future of national customer satisfaction index models. Journal of Economic Psychology 22: Juhl, H. J., Kristensen, K., & Eskildsen, J. K. (2003, June). Effect of Store Loyality. Paper presented at the First International Conference on Business Excellence, Performance Measures, Benchmarking and Best Practice in New Economy, Portugal, 35

36 Juhl, H. J., Kristensen, K., & Østergaard, P. (2002). Customer satisfaction and customer loyalty in European food retailing. Journal of Retailing and Consumer Services, 9, Kristensen, K., & Eskildsen, J. K. (2007). Design of PLS-based Satisfaction Studies in Handbook of Partial Least Squares - Concepts, Methods and Applications: Springer (forthcoming). Kristensen, K., Mørch, L., & Sørensen, H. (2006). Relationship between performance measures and financial results in a large Nordic bank Performance Measurement and Management: Public and Private. (pp ). Cranfield School of Management. Kristensen, K., & Eskildsen, J. K. (2005). Missing values, Partial Least Squares, and the estimation of customer satisfaction in PLS and Related Methods. (s ). Barcelona: SPAD. Kristensen, K., & Eskildsen, J. K. (2005). PLS Structural Equation Modelling for Customer Satisfaction Measurement: Some empirical and theoretical results in Handbuch PLS-Pfadmodellierung: Methode, Anwendung, Praxisbeispiele. (s. 5-24). Stuttgart: Schäffer-Poeschel. Kristensen, K. and A. H. Westlund (2003). Valid and reliable measurements for sustainable non-financial reporting. Total Quality Management 14(2): Kristensen, K., & Westlund, A. H. (2003, okt.). Performance Measurement and Business Results. Paper 36

37 presented at the 8th World Congress for Total Quality Management, Dubai Kristensen, K., Martensen, A., & Grønholdt, L. (2002). Customer Satisfaction and Business Performance Business Performance Measurement - Theory and Practice. (pp ). Cambridge: Cambridge University Press. Rucci, A. J., S. P. Kirn and R. T. Quinn (1998). The employee-customerprofit chain at Sears. Harvard Business Review 76(1): Selivanova, I., A. Hallissey, A. Letsios and J. Eklöf (2002). The EPSI Rating Initiative. European Quality 9(2): Østergaard, P., & Kristensen, K. (2006, dec.). Drivers of student satisfaction and loyalty at different levels of higher education (HE): - cross-institutional results based on ECSI methodology. Paper presented at: New Perspectives on Research Into Higher Education, Edinburgh, Great Britain. 37

38 38 ANNEX 1: ESTIMATED MODELS BY INDUSTRY AND COMPANY Personal Transport EPSI Ukraine 2007 Transport B2C Ukrazaliznytsya Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Kund Förväntningar Lojalitet Kundnöjdhet Servicekvalitet Produktkvalitet Prisvärde Drivande Faktorer Resultat Klagomål Image Expectations Loyalty Customer Satisfaction Perveived Service Quality Perceived Product Quality Perceived Value Driving Factors Results Complaints

39 ANNEX 2: PRIORITY BY COMPANY AND INDUSTRY PERSONAL TRANSPORT Priority Map Ukrazaliznytsya B2C EPSI Ukraine Image Expec t ProdQ ServQ Score Importance 39

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