Consumer Satisfaction Measurement: State of Affairs

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 dieter.scharitzer@wu-wien.ac.at

3. Basics Spread of the perspective to think in options no focus on details and single projects Focus on methodological questionsof the project- and survey design Assessment of possible approaches in search of a common basis dieter.scharitzer@wu-wien.ac.at

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 dieter.scharitzer@wu-wien.ac.at

5. Status-quo • Positive • 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. dieter.scharitzer@wu-wien.ac.at

6. Overview over CS-surveys in different public service areas(all questionnaires received by 18th May) Source: self-investigation and responses of the Countries to the CS questionnaire dieter.scharitzer@wu-wien.ac.at

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“ dieter.scharitzer@wu-wien.ac.at

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 dieter.scharitzer@wu-wien.ac.at

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 dieter.scharitzer@wu-wien.ac.at

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, 100.000 interviews • Topics of questionnaire (structure of the model) • Consumer Satisfaction - Image - Experienced quality • Expectations - Perceived benefit - Loyalty dieter.scharitzer@wu-wien.ac.at

11. EPSI – Assessment • Strengths • 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 dieter.scharitzer@wu-wien.ac.at

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

13. Further Development: „Governmental Services“added ca. 25 items (variables) „Quality Driver“ Specific enhancement due to service characteristics ? Confidence Advocacy dieter.scharitzer@wu-wien.ac.at

14. Conclusions and outlook • A regular performance assessment of the public administration from the consumer‘s point of view is essential. It is also stipulated by CAF. • What is the attitude of politicians towards consumer satisfaction measurement on European level? • Gathering of information and assessment of the different approaches in a working group including all EU member states. • Exchange of information in the working groupGeneration of alternatives • Assessment of the alternatives • Development of a project vision – Which options exist? • EU-wide index vs. individual surveys as feedback instrument • Bench-Marking/bench-Learning and quality development • Guidelines for Consumer Satisfaction-Questionnaires as recommendation • Support of individual initiatives as best-practice-examples dieter.scharitzer@wu-wien.ac.at

15. Consumer Satisfaction Measurement: State of Affairs Dieter Scharitzer Thank you !!!