Methodology

ICSI SURVEY METHODOLOGY

Consumer Satisfaction will be measured by four parameters. Which are:

• Satisfaction toward product or service quality (Quality Satisfaction Score/ QSSTM)
• Satisfaction towards price relative to the quality offered (Value Satisfaction Score/VSSTM)
• The perception that the brand being used is in overall the best when compared to others (Perceived Best Score/PBSTM)
• Consumers' expectation towards the brand ability to fulfill the customers' expectation in the future (Expectation Score/ESTM)

Background:
Framework Assumption and Analysis Method

Those four parameters will be the measurement with the assumption:

1. Customers will be satisfied if the brand being used provides good quality,
2. Customers will be satisfied if the brand being used is offered at the right price relative to the quality,
3. Customers will be satisfied if the brand being used is perceived to be the best among others, and
4. Customers will be satisfied if the brand being used could fulfill their expectation in the future.

Those four parameter will be analyzed with Structural Equation Modeling (SEM) with loyalty level and so the Total Satisfaction Score/TSSTM will be projected. The TSS will be the measurement in ICSITM ranking.

The criteria for selecting Best Brands achieving highest customer satisfaction is based upon direct consumers/customer's measurement through a national survey. Based upon this survey - a Total Satisfaction Score (TSS) can be generated. TSS is the important criteria that consists of following satisfaction variables : Satisfaction towards product quality

Satisfaction towards price paid on the quality received Comparison with other brands' quality performance The National survey is conducted yearly in June-July covers following details : A minimum number of respondents 3000 (50% male and 50% female) Respondents are young to mature adults age of 16 - 65 years old

The social economy status of respondents covers A+ to E Number of respondents per product category is based upon incidence rate of andomly selected respondents There are 6 big cities included in this survey : Jakarta, Bandung, Semarang, Surabaya, Medan and Makasar Sampling Methodology : is based upon Multistage Random Sampling Contact methodology : is Face-to-Face interview with questionnaire.

TSS = f {w1QS; w2VS; w3PC}
Where :
TSS
Total Satisfaction Score
QS
Satisfaction towards Quality
VS
Satisfaction towards Value
PC
Perceived Better Score
Variable
Question
Scale
QS
How satisfy are you with quality of brand A?
1-5
VS
How satisfy are you with the price you paid for the quality you received of the brand A ?
1-5
PC
Do you think there is other brand the product of which have better quality than the quality of brand A ?
1-5