|Overall Loyalty (LOYAL)||Measured on a 5-point scale ranging from 1=Not at all loyal to store, to 5=extremely loyal to store.|
|Customer Satisfaction (SATISF)||Measured on a 5-point scale ranging from 1=not at all satisfied, to 5=extremely satisfied|
|Friendliness of Staff (STAFF)||Measured on a 5-point scale ranging from 1=Staff seldom friendly, to 5=Staff always friendly.|
|Value for Money (VALUE)||The extent to which customers perceive the brand as being good value for money. Measured on a 5-point scale ranging from 1=very poor value for money, to 5=excellent value for money.|
|Product Range (RANGE)||Measured on a 5-point scale ranging from 1= very limited range of products available, to 5=large range of products available.|
|Service Quality (SQ)||Measured on a 5-point scale ranging from 1=very poor level of service, to
5=excellent level of service.
|Gift Cards (GIFT)||Whether or not the store offers gift cards. A dummy variable coded as 0=does not offer gift cards, 1= offers gift cards.|
Conduct a multiple regression analysis to explore the relationship between customer loyalty and the independent variables. Questions (a) to (d) relate to this regression model.
(a) Which variables demonstrate a significant relationship (at the 5% level) with customer loyalty? (Support your answer with two forms of evidence)
(b) Write out the regression model you have developed to predict customer loyalty. (Note: you must write this out with the estimates obtained from SPSS)
(c) What would you predict customer loyalty to be if a customer gave a satisfaction rating of 3, a service quality rating of 3, a value for money rating of 4, rated the product range a 3, the friendliness of staff a 2, and consumers are not able to purchase gift cards? (Show your working)
(d) How good is the overall model fit? (Support your answer with the appropriate evidence)
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