Customer Satisfaction Index (CSI) use in business modeling, strategic planning and strategic management

The Customer Satisfaction Index (CSI) is one of the most powerful tools for measuring customer satisfaction. The relevance of the research to improve the effectiveness of using this tool is beyond doubt. The scientific novelty of this study is to discuss the specifics of development and CSI use in business modeling, strategic planning and strategic management. The object of the research is the phenomenon of monitoring and managing loyalty of the company customers and related strategic issues. The subject of the re-search is development and CSI use in strategic work. The management, consulting and educational projects of the EMAS business School, as well as scientific articles by other authors, served as the information base of the research. The research discusses the methodological features of development and use, the scope of use and limitations on the CSI application in business modeling, strategic planning and strategic management. The findings are made on the need for full compliance with the methodological requirements for development and application of this tool, feasibility of implementing its potential not only in measuring customer satisfaction, but also in other areas. 

1. The American customer satisfaction index: description, findings, and implications / C. Fornell, M.D. Johnson, E.W. Anderson [et al.] // Journal of Marketing. 1996. Vol. 60 (4). Pp. 7–18.

2. Reichheld F.F. The one number you need to grow // Harvard Business Review. 2003. Vol. 81 (12). Pp. 46–54.

3. Lavrova A.P. Basic methods of assessing customer satisfaction in modern conditions // Humanities, socio-economic and social sciences. 2024. No. 5. URL: https://cyberleninka.ru/article/n/osnovnye-metodyotsenki-udovletvorennosti-pokupateley-v-sovremennyh-usloviyah (date of access: 20.03.2025).

4. Morgan N., Rego L. The value of different customer satisfaction and loyalty metrics in predicting business performance // Marketing Science. 2006. Vol. 25 (5). Pp. 426–439.

5. A longitudinal examination of net promoter and firm revenue growth / T.L. Keiningham, B. Cooil, T. Andreassen, L. Aksoy // Journal of Marketing. 2007. Vol. 71. Pp. 39–51.

6. Van Doorn J., Leeflang P.S.H., Tijs M. Satisfaction as a predictor of future performance: a replication // International Journal of Research in Marketing. 2013. Vol. 30 (3). Pp. 314–318.

7. Bultez A., Laurent G., Lemay L. Net promoter score, 20 years after // Décisions Marketing. 2024. Vol. 114. Pp. 211–242.

8. Hill N., Brierley J., MacDougall R. How to measure customer satisfaction. Hampshire : Gower Publishing, 2003. 151 p.

9. Lapidus L.V., Gostilovich A.O., Trofimov I.S. Quality management of bikesharing and kicksharing digital services: assessment of NPS and CSI indexes // Public Administration. Electronic bulletin. 2023. No. 101. Pp. 27–43. doi:10.24412/2070-1381-2023-101-27-43.

10. Izakova N.B., Kapustina L.M., Bikeeva P.G. Customer loyalty management in grocery retail based on value segmentation // Marketing in Russia and abroad. 2023. No. 5. Pp. 13–19.

11. Yakovlev A.A. Customer-centricity of banking in the digital economy // Bulletin of the St. Petersburg State University of Technology and Design. Ser. 3, Economic, Humanitarian and Social Sciences. 2023. No. 2. Pp. 56–59. doi:10.46418/2079-8210_2023_2_11.

12. Kolyada A.A. The next level: strategic management of a new era. How to build an effective business model and develop an effective strategy for the growth of your company. Moscow : Alpina PRO : Eurasian School of Management and Administration, 2023. 616 p.

13. Kolyada A.A., Plekhova Yu.O. Methodology for developing an organization's business model and forecasting its economic efficiency // Theory and practice of social development. 2023. No. 8 (184). Pp. 101– 112. doi:10.24158/tipor.2023.8.12.

14. Tretyakov V.P., Kolesneva E.P., Lyubetsky P.B. Market segmentation: methodological guidelines. Gorki : Belarusian State Agricultural Academy, 2005. 40 p.

15. Kim W.C., Mauborgne R. Blue ocean strategy: how to create uncontested market space and make competition irrelevant. Boston, Massachusetts : Harvard Business School Press. 287 p.

16. Aaker D.A. Building strong brands. Free Press, 2015. 380 p.

17. How has the real estate market changed over the past 10 years. URL: https://www.novostroy.ru/articles/market/kak-rynok-nedvizhimosti-izmenilsya-za-poslednie-10-let-sravnili-tseny-stavki-vliyanie-bankov-isdelali-prognozy/ (date of access: 25.03.2025).

18. Bondarenko V.A., Zhokhova V.V., Yurchenko N.A. Assessment of consumer satisfaction with dairy products in the regional market // Territory of new opportunities. Bulletin of the Vladivostok State University. 2024. Vol. 16, No. 3 (71). Pp. 7–27.