The implication of wine quality in a new model of the European Customer Satisfaction Index

Abstract

When it deals with the wine sector, the quality has always been an essential requirement at the time of launching a product or increasing its presence in the Market. The purpose of this article consists of providing the customer an idea of how quality affects Spanish wines’ Protected Designation of Origin (PDO) (in Spanish ‘Denominación de Origen Protegida’) at the time of buying one product instead of another, so that, the Spanish wine geographic areas with higher repercussion will be indicated. Furthermore, a European Customer Satisfaction Index (ECSI) will be performed with the aim to measure the influence between quality and satisfaction of a collective brand, the Somontano (Aragon) PDO wines, based on the study in the cause–effect relationships of the ECSI model. The result is that quality has high influence on customer satisfaction, explaining the 23.90% of satisfaction variable through this variable and only being over-passed by the generated expectations on the clients.

Keywords:

• European Customer Satisfaction Index
• Protected Designation of Origin
• satisfaction
• quality
• Structural Equation Modelling
• Partial Least Squares
• SmartPLS