Customer Satisfaction Index Model on Three Level OfSocioeconomic Status In BogorCase Study: Customer Satisfaction on Branded Cooking OilProduct

Customer satisfaction index models have been developed in many countries, including Indonesia.Those models were commonly not focused on the socioeconomic status (SES) of the customer, sothis condition could be a research gap. The aims of this research is to analyze the customer satisfactionindex model of branded cooking oil product in Bogor, Indonesia based on SES established fromthe household monthly routine consumption. Questionnaires were used as primary data collectioninstrument in this study, while data analysis was carried out with variance based structural equationmodeling (SEM) which is also known as Partial Least Square (PLS) model, and Kruskall Wallis nonparametrictest. Perceived quality, perceived value and customer expectation as were significantly influencingthe customer satisfaction construct in the structural model. This study also concluded foundthat there is different level of overall customer satisfaction on the three levels of customer’s SES.