A study of the Spanish wine sector, in this case specifically the Designation of Origin (DO) Somontano, requires validation of the European Customer Satisfaction Index (ECSI), which also needs to be improved and adapted to obtain more information on customer satisfaction. The paper aims to discuss this issue.
In this paper the ECSI model was applied, based on structural equation modeling (SEM) using the partial least squares.
An empirical analysis shows that the importance of customers’ expectations and perceived quality are the most influential factors in achieving satisfaction. Also highlighted in the new model is the linkage between service and product qualities in a unique variable, total quality.
In addition to validating the ECSI model for DO Somontano, a new innovative implementation was developed and tested to improve the calculation of satisfaction.
