DEVELOPING A MODEL OF CUSTOMER SATISFACTION
DEVELOPING A MODEL OF CUSTOMER SATISFACTION

Summary/Abstract: The goal of this research is to develop and test a customer satisfaction-loyalty model for direct selling companies of cosmetic products. The main determinants of satisfaction are identified and measurement scales for each construct are provided. The fundamental hypothesis is that there is a direct relationship between satisfaction and loyalty. We conducted a qualitative and a quantitative research. The satisfaction-loyalty model (which describes the relations between the satisfaction’ determinants and the dimensions of loyalty) is tested with Structural Equation Modeling (SEM), using Amos 16.0. The sample is represented by 676 young buyers of cosmetic products from direct selling companies.

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