1. Consumer Satisfaction Measurement: State of Affairs
Dieter Scharitzer
Institute for Marketing-Management
Vienna University of Economics and Business Administration

2. Mission and Goal of the project
Preparation of an expertise about the current state of affairs of survey tools and relevant projects in the EU member states.
Scientific input regarding the measurement of consumer satisfaction as national indices:
Survey design, measurement models, experiences, impulse for sustainable quality development of the administrative performance et al.
To show alternatives and possibilities to progress

3. Basics Spread of the perspective to think in options
no focus on details and single projects
Focus on methodological questions of the project- and survey design
Assessment of possible approaches in search of a common basis
Broadening the Perspective
Focus on methodological questions
Questioning the common aims and targets of such an initiative

4. Sources (extract) Relevant studies and reports from the member states
First Assessment of a short questionnaire dealing with this topic
Publications of
Eurobarometer
EPSI – European Performance Satisfaction Index (former ECSI)
EFQM, CAF
ACSI – American Customer Satisfaction Index
Scientific publications
Various project reports and pilot studies

5. Status-quo Positive Challenge
High acceptance and consent on the measurement of consumer satisfaction in the public service
Many tangible single projects, some of them already have perennial time series available
Good initiatives for Benchlearning and quality development activities on the basis of particular case studies ( examples)
Challenge
No common procedure, no comparable survey results (empirical results) neither EU- wide nor within countries nor within particular areas of the public administration
Ex.: UK  60 (!) different surveys for different departments
Missing target discussion and agreements regarding the goal that shall be achieved.

6. Overview over CS-surveys in different public service areas (all questionnaires received by end of May)
AUT….Österreich/Austria
BE…Belgien/Belgium
BG….Bulgarien/Bulgaria
CY…Zypern/Cyprus
DK…Dänemark/Denmark
EL….Griechenland/Greece
FI…Finnland/Finland
GER…Deutschland/GErmany
HU…Ungarn/Hungary
LA…Lettland/Latvia
NO…Norwegen/Norway
RO….Rumänien/Romania
SE…Schweden /Sweden
SK…Slowakei/Slovakia
SL…Slowenien/Slovenia
UK…England/United Kingdom
Source: self-investigation and responses of the Countries to the CS questionnaire

7. Options for further developments
Consumer survey without a structure model in the public administration Example: German Consumer Barometer, individual initiatives
Sector-specific best-practice-solutions coordinated eu-wide - i.e. health care/ financial administration is measured with a common coordinated tool
Expansion of EPSI (European Performance Satisfaction Index) to all member states: add area “public administration”
Eurobarometer: add topic „Customer Satisfaction“

8. Eurobarometer (I) - Description
Regular surveys on European level since 1973
Standard Eurobarometer (EB)
Candidate Countries EB (2001)  future member states and candidates
Flash EB (topic centre), special EB, qualitative studies
Goal: to collect the opinion, fears and feelings of the EU-citizens
Identity of the respondents (political attitude)
Hopes, fears and visions (on a national and European level)
Knowledge about the EU (the EU Presidency)
Trust in the institutions as well as demand from the EU
Future of the EU
EU in the world

9. Eurobarometer (II) - Assessment
Strengths
proven (since 1973), relatively small sample (1.000 – 2.000persons)
Surveys in all EU-countries and future member states and candidates
Standardised questionnaire for all countries, leading to comparable results
Survey and publication of the results on a regular basis (2x / year)
Proven evaluation and reporting
Longitudinal comparisons over multiple years and between multiple countries possible
Weaknesses
No questions regarding consumer satisfaction
No questions regarding the assessment of the public services

10. EPSI – European Performance Satisfaction Index (former name: ECSI- European Customer Satisfaction Index)
Objective of EPSI
Cooperation between EOQ (European Organisation for Quality), EFQM (European Foundation for Quality Management) and IFCF (International Foundation for Customer Focus).
EPSI is used also in South Africa, the United States and the Far East.
Pilot 1999: 11 countries, 10 industries, interviews
Topics of questionnaire (structure of the model)
Consumer Satisfaction - Image - Experienced quality
Expectations Perceived benefit - Loyalty

11. EPSI – Assessment Strengths Weaknesses
Perennial Experiences (survey since 1997, pilot study 1999)
Large samples, scale up to ten
Model-based (Swedish consumer barometer)
Advancement of the American consumer barometer ACSI
Easy comparability (also international), as most of the Scandinavian countries are also geared o this model
Supported/recommended by EFQM (European Foundation of Quality Management) and CAF (Common Assessment Framework)
Weaknesses
No surveys in the area of public administration
Number of participating countries is still too small, not representative within the EU

12. Vision of an EU-wide “Customer Satisfaction“ – project in the public administration (under consideration)
Inter-
national
EU-Level: Comparison of national indices
Measurement
Model- Index
EPSI (EFQM) or
Eurobarometer adapted
National Level: Customer Satisfaction Index
National
Comparison of the administration
With other sectors in the country
Public Administration
Surveys in different areas and offices
Department
Feedback to particular offices
or service units
Service-Unit
Time
(Longitudinal
Analysis)
Quality development at the basis

13. Further Development: „Governmental Services“ added
ca. 25 items (variables)
„Quality Driver“
Specific enhancement
due to service characteristics ?
Confidence
Advocacy

14. Modellauswahl  2 alternative Zutritte
„Quality Driver“
„Quality Results and Outcome“

15. Modellperspektive (Stufe 1) – ACSI (USA, Skandinavien)
Quelle: ACSI + ACSI für Verwaltungen,

16. Modellperspektive (Stufe 2) - EPSI
Quelle: Homepage von EPSI: (About EPSI, Model Aproach, Results)

17. Zur Person - Kontaktinformationen
DANKE !