factors that influence the service experience.pdf
TRANSCRIPT
- 1 -
MKT 414 Section-1
Final Report Prepared For:
Dr. Md. Humayun Kabir Chowdhury
Professor
Department of Business Administration
East- West University
Prepared By:
Name: Id:
Md. Rifayat Islam 2005-2-10-228
Md. Afnan Hossain 2005-1-10-102
Md. Tauhid Rasul 2005-3-10-016
Kha. Haniya 2005-2-10-222
Date of Submission: 15th
December, 2008.
Collec
ted From
: E-N
SU.COM
- 2 -
An Analysis of the Factors that Influence the Service Experience in
Customer Care Center
Collec
ted From
: E-N
SU.COM
- 3 -
Letter of Submittal
15th December 2008 Dr. Md. Humayun Kabir Chowdhury Professor Department of Business Administration East West University, 43 Mohakhali C/A Dhaka – 1212 Sub: Submission of Final Report. Dear Sir, It is of great honor and delight to us to present you our final report prepared as a part of the MKT 414: Marketing Research Course being offered in the Fall Semester of 2008. The entire duration of preparing this report has been immensely helpful to us, giving us a golden opportunity to look outside the regular classroom and move to the real world. A lot of lessons were learnt and a vast amount experience was gained. Developing interpersonal skills, taking formal interviews and of course handling each and every detail with a professional attitude were just to name a few. Truly this will help us in our future life, solving more complex situations and problems and also building a Business structure those who we have a dream to be a Business Executives. Before we start the report, it would be of great pleasure to us to mention the individual who has helped us to complete this document, and without whose help it would not be possible for us to accomplish this task. We are particularly grateful to Dr. Md. Humayun Kabir Chowdhury(Professor, Department of
Business Administration) for his co-operation in helping us to achieve our purpose.
We would once again like to express my sense of gratitude towards you for giving us this opportunity, and sincerely hope that our report would give you immense satisfaction. We shall always be available to respond to any queries that you may have in this regard. Thanking you, Sincerely yours, Md. Rifayat Islam 2005-2-10-228
Md. Afnan Hossain 2005-1-10-102
Md.Tauhid Rasul 2005-3-10-016
Kha. Haniya 2005-2-10-222
(iii)
Collec
ted From
: E-N
SU.COM
- 4 -
Acknowledgements
We are very pleased to accomplish the assign task given by our revered course instructor Dr.Md.Humayun Kabir Chowdhury on the subject “An Analysis of the Factors that Influence the
Service Experience in Customer Care Center”. We are very much obliged to those persons who gave their valuable time in the questionnare part, opinion and advice to complete this report. At first, our profound gratification goes to Dr.Md.Humayun Kabir Chowdhury, the honorable course instructor of Marketing Research for his apt supervision to complete the report successfully. By providing us the opportunity of preparing this report, he has made us able to relate the academic knowledge of Marketing Research with practical scenario. Not only this, he has also contributed much in this project by giving us proper guideline. Then, we would like to thank for his participation with us through an interview session and sharing the required information about different perspective to complete the project. We are also acknowledging to all of those web sites from which we have taken necessary helps. Our gratitude also goes to some senior students for their guidance in various stages of completing the report and our dear friends and classmates for their ingenious advices and supports.
We have collected information from the students of East West University. We are also very
much grateful to them for their valuable time and information for conducting the report.
Finally, we are pleased to complete the report on the given subject properly and authentically.
(iv)
Collec
ted From
: E-N
SU.COM
- 5 -
Table of Contents
(a) Letter of Submittal (iii)
(b) Acknowledgements (iv)
(c) Synopsis (vi)
Chapter 01: Introduction
1.1 Background of the Study 01
1.2 Problem Definition 02
Chapter 02: Approach to the Problem
2.1 Literature Review 03
2.2 Relative Construct of this Study 04
2.3 Research Questions 05
2.4 Hypothesis 05
Chapter 03: Research Design
3.1 Questionnaire Design 06
3.2 Data Collection Method 06
3.3 Sample Selection 06
3.4 Validity 06
3.5 Measurement of the Variables 06
Chapter 04: Data Analysis
4.1 Analysis Techniques 07
Chapter 05: Results and Findings
5.1 Hypothesis Testing 08
5.2 Regression Analysis 10
5.3 Discussion 10
5.4 Limitation 10
Chapter 06: Conclusion and Recommendation
6.1 Conclusion 11
6.2 Recommendation 11
Chapter 07: Bibliography 12
Chapter 08: Appendix 13
(v)
Collec
ted From
: E-N
SU.COM
- 6 -
Synopsis
The overview of the business environment is changing over time. Due to increasing of excessive
competition in business environment customer care is getting more preference day by day. Now a day the
concept of customer care center is not only used with the service of mobile phone but also this concept is
used with different types of public services and private services. At the point of view of Bangladesh
essentiality of customer care center is in rising demand. When a product or service is introduced in the
market in order to inform the customer about the product and service as well as to provide after sales
service the most feasible way is customer care center. Customer care center is indispensable part for the
service provider since most of the people of our country are illiterate. So we, the group members of
Marketing Research course have made a report to find out the factors that influence the service experience
in customer care center. We have tried to make a qualitative report by developing hypotheses, collecting
information from the customers through questionnaire, analyzing data through statistical tools and finally
we have made some comment from our research findings about the factors that influence the service
experience in customer care center which will help us to understand various aspects of marketing
research.
(vi)
Collec
ted From
: E-N
SU.COM
- 7 -
Chapter 01: Introduction
1.1 Background of the Study
This research paper is prepared as a partial requirement of the course Marketing Research (MKT
414). This research was conducted to find out the factors that influence the service experience of
the customers in the customer care center.
Many service organizations have embraced relationship marketing with its focus on maximizing
customer lifetime value .In order to gain more profit share and to be distinctive in the market
place the service providers are taking different initiatives and customer care center is one of the
common and important initiative. And in the Customer care center customer service has become
an important component in this process. Hence, managers are keenly interested in the effect of
service changes on customer experience and satisfaction. If customers’ experiences are not
satisfactory, the relationship is likely to be very short. Customer service is shaping in different
ways in order to provide a better service experience to the customer. Everybody has been
offering gratuitous and blindly obvious advice on how to improve the customer experience for
years. We will focus to identify the underlying factors that influence the service experience in the
customer care center.
As the environment of Businesses is getting stiff day by day, companies are paying more
concentration on the customers. And to be more responsive to the customers, companies have
come out with the idea called “Customer Care Centre” which has become the strength for some
of the companies. By the term Customer Care Center, it means the point of contact for the
customers of a particular company. Generally in Customer Care connects customers with the
right individual who responds to the various problems that the customer is facing and also
provide various information and help along with possible solution to the problems. Moreover
successful companies pay more concentration on the Customer Care Center for the purpose of
providing a better service experience to its consumer.
Collec
ted From
: E-N
SU.COM
- 8 -
1.2 Problem Definition
The objective of research is to find out how factors influence the service experience in Customer
Care Center. The number and also for different purposes of customer care center are established.
People go there for solving different types of problem and also for taking information about
product features and promotion. Brand image of a product and also image of the organization
highly depends on the service of the customer care canter. So our primary objective is to identify
the factors that influence the service experience in a customer care center. We have taken four
important factors from servuction model and these are inanimate environment, contact personnel,
service provider and rules and regulations. Then we will find out which whether they have any
positive impression towards the customer care center. Finally, we have conducted a conclusive
research to find out the relationship among factors that influence the service experience in a
customer care center.
Collec
ted From
: E-N
SU.COM
- 9 -
Chapter 02: Approach to the Problem
2.1 Literature Review
Customer service (also known as Client Service) is the provision of service to customers before,
during and after a purchase.
According to Turban et al. (2002), “Customer service is a series of activities designed to
enhance the level of customer satisfaction – that is, the feeling that a product or service has met
the customer expectation.”
Its importance varies by product, industry and customer. As an example, an expert customer
might require less pre-purchase service (i.e., advice) than a novice. In many cases, customer
service is more important if the purchase relates to a “service” as opposed to a “product".
Customer service may be provided by a person (e.g., sales and service representative), or by
automated means called self-service. Examples of self service are Internet sites.
Customer service is normally an integral part of a company’s customer value proposition.
Some have argued that the quality and level of customer service has decreased in recent years,
and that this can be attributed to a lack of support or understanding at the executive and middle
management levels of a corporation and/or a customer service policy.
Recently, many organizations have implemented feedback loops that allow them to capture
feedback at the point of experience. For example, National Express, one of the UK's leading
coach companies invites passengers to send text messages whilst riding the bus. This has been
shown to be useful as it allows companies to improve their customer service before the customer
defects, thus making it far more likely that the customer will return next time.
Customer care also benefits some businesses more than others.
Collec
ted From
: E-N
SU.COM
- 10 -
2.2 Relative Constructs of this Study
We have considered the main 4 factors of the servuction model to conduct the research.
■ Customer service
strategy
■ Rules and
regulations
Inanimate Environment
■ Cleanliness of the surroundings
■ Odors
■ Furnishers (Beds, chairs, tables etc)
■ Decoration (Curtains, bedcover etc)
■ Customer care center’s appearance
■ Equipments(Computers and many
others)
Contact Personnel
■ Receptionists
■ Telephone operator
■ Security personnels
Service Provider
■ Customer care Manager
Invisible Visible
The inanimate Environment
The inanimate environment consists of all the nonliving features that are presenting during the
service encounters. Because service are intangible they cannot be objectively evaluated as can
goods. Hence,in absence of a tangible product, consumers look for tangible cues that surround
the service n which to base their service performance evaluations.
Collec
ted From
: E-N
SU.COM
- 11 -
Contact Personnel and service providers
Contact personnel are employee other than the primary service providers who briefly interact with the customer. In contrast service providers are the primary providers of the core service. unlike the consumptions of goods, the consumptions of service often takes place where the service is produced or where the service is produces at the consumers residence or workplace .Regardless of the service delivery locations, interactions between consumers and contact personnel an/service providers are commonplace. As a result the impact of the contact personnel;
and service providers on the service experience can be profound.
Rules and Regulations:
Although Rules and regulations inside the Customer care Center are invisible to the customer
they have a profound effect on the customer service experience .the invisible organization and
system determines the factors such as information forms to be completed to policies of the
organizations. The servuction system is what creates the experience for the consumers and it is
the experience that creates the bundle of benefits for the consumers.
2.3 Research Questions
1. Does inanimate environment shape a better customer service?
2. Does contact personnel influences service experience of customer in a customer care center?
3. Does service provider influences the service experience of customer in a customer care center?
4. Do the strategy, rules and regulation of the Customer Care Center negatively influence the service experience of a customer in a customer care center?
2.4 Hypotheses
Based on the Research Question, we have developed following hypothesis,
H1: Inanimate environment shapes a better service experience.
H2: Contact personnel influences the service experience of customer
H3: Service Providers influences the service experience of customer
H4: The strategy, rules and regulation of the Customer Care Center positively influences the service experience of a customer.
Collec
ted From
: E-N
SU.COM
- 12 -
Chapter 03: Research Design
3.1 Questionnaire Design
An 18 question questionnaire was developed based on the Servuction model. The model included
questions covering inanimate environment, contact personnel, service provider, rules and
regulation and service experience. A Likert scale was used to question the respondents on the
five point scale. The respondents were asked to rate on the scale between Strongly Agree and
Strongly Disagree.
3.2 Data Collection Method A pre tested questionnaire was used to collect the data. The questionnaire was pre-tested in order
to maintain proper wording, length and sequencing of the questions. The data were collected
from the students of the East West University.
3.3 Sample Selection To select the sample we have used non-probabilistic sampling method and which is convenient
sample. A sample size of 50 students was used to conduct the research. The respondents of the
sample were the students of East West University as it is easy for us to collect data from the
campus. At first the students were asked whether they had taken service from any customer care.
Though there are some criticisms about the use of student as respondent of any sample but many
of the researchers used student as sample.
3.4 Validity Since this research had limitations in terms of time and scope our research is limited to the
reliability. As a result less attention was given to validity.
3.5 Measurement of the variables
A total of 18 items were constructed to get the data on five variables where four were
independent and the remaining was dependent. Reliability and internal consistency of the multi
Collec
ted From
: E-N
SU.COM
- 13 -
item scales for each of the constructs were measured using Cronbach Coefficient Alpha. The
minimally acceptable reliability for primary research should be in the range of point five to point
six. (Nunnally, 1967)Based on the assessment a total of 17 items measuring the constructs were
finally retained for final use. Coefficient alpha values were computed for each construct
separately which ranged from point 0.4547 to 0.7501.
Dimension Number of Items Alpha Values
Inanimate Environment
(independent)
3 0.5489
Contact Personnel
(independent)
4 0.5740
Service Provider
(independent)
4 0.6708
Rules & Regulation
(independent)
4 0.4547
Service Experience
(dependent)
2 0.7501
Chapter 04: Data Analysis
4.1 Analysis Techniques
Once the reliability analysis was done, we excluded one question from the first independent
variable Inanimate Environment that ultimately improved the alpha value. Then, we calculated
the mean value of dependent variables and independent variables. Finally, we completed the
analysis part through regression analysis.
Collec
ted From
: E-N
SU.COM
- 14 -
Chapter 05: Result & Findings
5.1 Hypothesis Testing:
In this section hypothesis based on the four factors that influence service experience in customer
care center are being analyzed.
H1: Inanimate environment shapes a better service experience.
Independent Variables Standardized Regression
Coefficient (β)
t value P
Inanimate Environment .185 1.539 .131
The observed table shows that inanimate environment has a positive influence on the customer
but it is very low and it is not statistically significant as we can see that P value(.134) is larger
than alpha value(.05) so H1 is rejected .
H2: Contact personnel influences the service experience of customer
Independent Variables Standardized Regression
Coefficient (β)
t value P
Contact Personnel -.305 -2.088 .042
The observed table shows that Contact personnel has a positive influence on the customer and it
is statistically significant as we can say that P value(.042) is smaller than alpha value(.05) so H2
is accepted.
Collec
ted From
: E-N
SU.COM
- 15 -
H3: Service Providers influence the service experience of customer
Independent Variables Standardized Regression
Coefficient (β)
t value P
Contact Personnel .567 3.970 .000
The observed table shows that Contact personnel has a positive influence on the customer and it
is statistically significant as we can say that P value(.000) is smaller than alpha value(.05) so H1
is accepted.
H4: Rules & Regulation influence the service experience of customer
Independent Variables Standardized Regression
Coefficient (β)
t value P
Contact Personnel .364 3.070 .004
The observed table shows that Contact personnel has a positive influence on the customer and it
is statistically significant as we can say that P value(.004) is smaller than alpha value(.05) so H1
is accepted.
Collec
ted From
: E-N
SU.COM
- 16 -
5.2 Regression Analysis:
From the regression analysis, we have found that the Value of R Square is .470. That means,
independent variable (Inanimate Environment, Contact Personnel, Service Provider, Rules and
Regulations) has 47% impact over the dependent variable (Service Experience of Customers in a
Customer Care Center). In other words, the dependent variable (Service Experience of
Customers in a Customer Care Center) can be influenced 47% by the independent variable
(Inanimate Environment, Contact Personnel, Service Provider, Rules and Regulations).
5.3 Discussion:
In this study of Servuction model analysis of a Customer Care Center, it tries to find out the
factors which affects the service experience in Customer Care Center .The 4 factors are
Inanimate Environment, Contact Personnel, Service Providers and Rules & Regulation are tested
by conducting a Regression analysis. The result indicates that three out of four factors (Contact
Personnel, Service Providers and Rules & Regulation) have direct positive and significant
influence on Customer service experience. Only Inanimate Environment did not show any
significant influence on customer service experience. Perhaps Customers may give less attention
to the physical surroundings and focus more on other factors.
5.4 Limitation :
The study has some limitation also. First the study used convenient sample more specifically the
students of East West University. and many arguments in favor and against the convenience
sampling method. Several authors have enumerated the dangerous of using student samples in
research(Beltramini1983;Oakes 1972).the R2(.470), is comparatively low which suggest other
factors can also influence the service experience. Further study should include other factors
except those we consider here. Also as inanimate Environment is rejected in this study so further
research should focus into inanimate environment to find out the reasonable outcome.
Model R R Square
Adjusted R Square
Std. Error of the Estimate
Change Statistics R Square Change
F Change df1 df2
Sig. F Change
1 .686(a) .470 .423 .48066 .470 9.986 4 45 .000
Collec
ted From
: E-N
SU.COM
- 17 -
Chapter 06: Conclusion and Recommendation
6.1 Conclusion
The factors of servuction model are both visible and invisible and they both affects the service
experience in customer care center. In this study these factors are tested with a statistical
technique and factors like contact personnel, service provider and Rules & Regulation proved
significant in the study and inanimate environment proved insignificant. May be customers are
more influenced by the other factors except inanimate environment.
6.2 Recommendation
Since the Hypotheses of Inanimate Environment has rejected so more focus should put on this
sector. Some are discussed below:
• They should develop the physical appealing of the Customer Care Center.
• They should show their sincere interest in solving the problems of the customers.
• Their focus should be on providing the service accurately at the first time
• Customer Service should be such that their service has error-free track records.
Collec
ted From
: E-N
SU.COM
- 18 -
Chapter 07: Bibliography:
1. Malhotra, J 2007-2008, “Marketing Research”, 5th Edition, Prentice-Hall, New Delhi.
2. Hoffman, Bateson, J 2006, “Essentials of Service Marketing”, 2nd Edition, Thomson
Learning, Ohio.
3. Nargis Parvin and Md. Humayun Kabir Chowdhury, “Consumer Evaluations of
Beautification Products: Effects of Extrinsic Cues”. Asian Academy of Management
Journal, vol. 11, No. 2, 89-104, July 2006.
4. http://www.customerservice.org
5. http://www.serviceorganization.com
6. Christopher H. Lovelock, “Classifying Services to gain Strategic Marketing Insights”,
Journal of Marketing, (Summer 1983), 9-20.
7. John E. G. Bateson, “ Managing Service Marketing”, Ed 4, 121.
Collec
ted From
: E-N
SU.COM
- 19 -
Chapter 08: Appendix
8.1 Questionnaire
1. Physical facilities of the Customer Care Center that you visited are visually appealing.
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
2. I like the smell inside the customer Care Center
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
3. The physical environment is neat and clean
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
4. Lighting and sound is perfect for a good service experience
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
5. Contact Personnel pays good attention to you
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
6. Contact personnel is neat in appearance
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
Collec
ted From
: E-N
SU.COM
- 20 -
7. Contact personnel respond to your quarries instantly
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
8. Contact personnel has the knowledge to answer your queries
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
9. When you have a problem Customer Care Center shows a sincere interest in solving it
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
10. Service providers give you prompt service
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
11. Behavior of the Service Provider of Customer Care Center creates confidence in you
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
12. Service Provider provides service at the time they promise to do so
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
13. The rules& regulation inside the Customer Care Center is pleasant
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
Collec
ted From
: E-N
SU.COM
- 21 -
14. You don’t have to wait for along time in the queue in Customer care Center
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
15. Strict rules and regulation creates positive service experience for you
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
16. Behavior of the security people is courteous to you
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
17. I get the service from the customer care center as I perceive it
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
18. My experience in the customer care center is up to my expectation.
Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
Collec
ted From
: E-N
SU.COM
- 22 -
8.2 Test of Internal Consistency
Reliability Case Processing Summary
N % Cases Valid 50 100.0
Excluded(a) 0 .0
Total 50 100.0
a Listwise deletion based on all variables in the procedure. Reliability Statistics
Cronbach's Alpha N of Items
.503 4
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Cronbach's Alpha if Item
Deleted Physical facilities of the Customer Care Center that you visited are visually appealing
11.34 2.515 .430 .334
I like the smell inside the customer Care Center 11.88 2.679 .168 .549
The physical environment is neat and clean 11.48 2.255 .451 .288
Lighting and sound is perfect for a good service experience
11.44 2.496 .198 .532
Reliability Case Processing Summary
N % Cases Valid 50 100.0
Excluded(a) 0 .0
Total 50 100.0
a Listwise deletion based on all variables in the procedure.
Reliability Statistics
Cronbach's Alpha N of Items
.549 3
Collec
ted From
: E-N
SU.COM
- 23 -
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Cronbach's Alpha if Item
Deleted Physical facilities of the Customer Care Center that you visited are visually appealing
7.84 1.688 .353 .469
The physical environment is neat and clean 7.98 1.449 .390 .401
Lighting and sound is perfect for a good service experience
7.94 1.241 .355 .474
Reliability Case Processing Summary
N % Cases Valid 50 100.0
Excluded(a) 0 .0
Total 50 100.0
a Listwise deletion based on all variables in the procedure. Reliability Statistics
Cronbach's Alpha N of Items
.574 4
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Cronbach's Alpha if Item
Deleted Contact Personnel pays good attention to you 11.20 2.490 .588 .297
Contact personnel is neat in appearance 10.98 3.367 .232 .596
Contact personnel respond to your quarries instantly
11.32 2.957 .276 .579
Contact personnel has the knowledge to answer your queries
11.02 3.285 .378 .493
Collec
ted From
: E-N
SU.COM
- 24 -
Reliability Case Processing Summary
N % Cases Valid 50 100.0
Excluded(a) 0 .0
Total 50 100.0
a Listwise deletion based on all variables in the procedure. Reliability Statistics
Cronbach's Alpha N of Items
.671 4
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Cronbach's Alpha if Item
Deleted When you have a problem Customer Care Center shows a sincere interest in solving it
10.58 3.677 .364 .662
Service providers give you prompt service 10.82 3.130 .580 .514
Behavior of the Service Provider of Customer Care Center creates confidence in you
10.66 3.453 .515 .566
Service Provider provides service at the time they promise to do so
10.78 3.604 .367 .662
Reliability Case Processing Summary
N % Cases Valid 50 100.0
Excluded(a) 0 .0
Total 50 100.0
a Listwise deletion based on all variables in the procedure. Reliability Statistics
Cronbach's Alpha N of Items
.455 4
Collec
ted From
: E-N
SU.COM
- 25 -
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Cronbach's Alpha if Item
Deleted The rules& regulation inside the Customer Care Center is pleasant
9.92 4.075 .214 .424
You don't have to wait for along time in the queue in Customer care Center
10.66 3.494 .267 .376
Strict rules and regulation creates positive service experience for you
10.10 3.316 .377 .260
Behavior of the security people is courteous to you 10.00 4.000 .182 .456
Reliability Case Processing Summary
N % Cases Valid 50 100.0
Excluded(a) 0 .0
Total 50 100.0
a Listwise deletion based on all variables in the procedure. Reliability Statistics
Cronbach's Alpha N of Items
.750 2
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Cronbach's Alpha if Item
Deleted I get the service from the customer care center as I perceive it
3.32 .508 .600 .(a)
My experience in the customer care center is up to my expectation
3.58 .493 .600 .(a)
a The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.
Collec
ted From
: E-N
SU.COM
- 26 -
8.3 Regression:
Variables Entered/Removed(b)
Model Variables Entered
Variables Removed Method
1 Rules,
Personnel, Environmnt, srvcprovider
(a)
. Enter
a All requested variables entered. b Dependent Variable: Dependent
Model Summary a Predictors: (Constant), Rules, Personnel, Environmnt, srvcprovider ANOVA(b)
Model Sum of Squares df Mean Square F Sig.
1 Regression 9.228 4 2.307 9.986 .000(a)
Residual 10.397 45 .231 Total 19.625 49
a Predictors: (Constant), Rules, Personnel, Environmnt, srvcprovider b Dependent Variable: Dependent Coefficient Correlations(a)
Model Rules Personnel Environmnt srvcprovider 1 Correlation
s Rules 1.000 .016 -.232 -.268 Personnel .016 1.000 -.353 -.592 Environmnt -.232 -.353 1.000 .199 srvcprovider -.268 -.592 .199 1.000
Covariances
Rules .016 .000 -.004 -.005 Personnel .000 .029 -.008 -.015 Environmnt -.004 -.008 .019 .004 srvcprovider -.005 -.015 .004 .024
a Dependent Variable: Dependent
Model R R Square Adjusted R
Square Std. Error of the Estimate
Change Statistics
R Square Change F Change df1 df2 Sig. F Change
1 .686(a) .470 .423 .48066 .470 9.986 4 45 .000
Collec
ted From
: E-N
SU.COM