Features of applying the customer satisfaction index (CSI) in business modelling, strategic planning, and strategic management

Customer Satisfaction Index (CSI) is one of the most powerful tools for measuring customer satisfaction. The relevance of the study aimed at enhancing the effectiveness of this instrument is beyond question. The scientific novelty of the study lies in the discussion of the specific features of developing and applying the CSI in business modelling, strategic planning, and strategic management. The study object is the phenomenon of monitoring and managing customer loyalty within an organisation, along with the associated strategic issues. The study subject is the development and application of the CSI in strategic operations. The study is based on managerial, consulting, and educational projects of the EMAS Business School, as well as on academic articles by other authors. The study explores methodological aspects of the development and application of the CSI, its areas of use, and the limitations of its application in business modelling, strategic planning, and strategic management. The findings highlight the importance of strictly adhering to methodological requirements in the development and implementation of this tool, as well as the value of utilising its potential not only for measuring customer satisfaction but also across other strategic domains.