REGRESSION Customer Satisfaction (Based on CountryCable example of Churchill & Iaccobuci, Marketing Research 9th ed. ) Background:
Question:
REGRESSION Customer Satisfaction (Based on "CountryCable" example of Churchill & Iaccobuci, Marketing Research 9th ed. ) Background: Customer Satisfaction survey of a network service. Research Objectives: (1) To understand the customer evaluation of the network service. (2) To develop strategies to improve customer satisfaction.
Questions to answer for Customer Satisfaction case 1. What are the meanings of Value, Program, Service and Satisfaction? 2. Descriptive Statistics: Run Descriptive Statistics program (i) What implications do you have from the means and standard deviations? (ii) Mean of Gender is 0.5. What do you know from the information? 3. Correlation Analysis: Run Correlation Analysis program three times. (a) With all the respondents. (b) With males only. (c) With others only. (i) For each of the output, which attribute has the highest correlation with satisfaction? (ii) Excluding satisfaction, which attributes have relatively high correlations? (iii) What information do you get from the correlation analysis?
Regression Analysis: Run Regression Analysis program three times. (a) With all the data. (b) With males only. (c) With others only. Model for (a): Satisfaction = a + b1 x Value + b2 x Program + b3 x Service + b4 x Gender (b & c): Satisfaction = a + b1 x Value + b2 x Program + b3 x Service (i) Interpret each of the output. Significance F/ R-square/ P-value/ Coefficients for significant attributes. (ii) Compare the results of the three outputs. (iii) What recommendations would you make to improve customer satisfaction? 5. Your opinions after doing the regression exercise. (i) What is your opinion about the method (regression analysis)? (ii) What research would you suggest as the next step?
CSDATA
| Respondent | Satisfaction | Value | Content | Service | Gender |
| 1 | 5.0 | 3.5 | 6.5 | 5.5 | 0.0 |
| 2 | 5.0 | 6.5 | 5.0 | 6.0 | 1.0 |
| 3 | 2.0 | 3.5 | 4.0 | 4.5 | 0.0 |
| 4 | 6.0 | 2.5 | 5.5 | 3.5 | 1.0 |
| 5 | 4.0 | 5.0 | 2.5 | 3.5 | 0.0 |
| 6 | 5.0 | 4.0 | 6.5 | 5.0 | 1.0 |
| 7 | 4.0 | 4.0 | 2.5 | 5.0 | 1.0 |
| 8 | 4.0 | 3.0 | 3.5 | 3.0 | 0.0 |
| 9 | 2.0 | 5.0 | 2.5 | 3.0 | 0.0 |
| 10 | 6.0 | 3.5 | 4.0 | 3.0 | 0.0 |
| 11 | 5.0 | 6.5 | 6.5 | 4.0 | 1.0 |
| 12 | 7.0 | 6.0 | 7.0 | 5.0 | 1.0 |
| 13 | 5.0 | 6.0 | 4.5 | 6.0 | 0.0 |
| 14 | 6.0 | 2.5 | 3.5 | 4.0 | 1.0 |
| 15 | 5.0 | 4.5 | 6.0 | 4.5 | 0.0 |
| 16 | 4.0 | 4.5 | 2.5 | 2.5 | 1.0 |
| 17 | 6.0 | 5.0 | 6.5 | 3.5 | 1.0 |
| 18 | 7.0 | 5.0 | 6.0 | 5.0 | 1.0 |
| 19 | 4.0 | 4.5 | 4.0 | 5.5 | 0.0 |
| 20 | 5.0 | 2.0 | 5.0 | 2.0 | 1.0 |
| 21 | 5.0 | 4.5 | 6.0 | 4.5 | 0.0 |
| 22 | 6.0 | 5.5 | 6.0 | 3.5 | 1.0 |
| 23 | 4.0 | 3.5 | 6.5 | 4.5 | 0.0 |
| 24 | 3.0 | 3.5 | 1.0 | 4.0 | 0.0 |
| 25 | 3.0 | 4.5 | 4.0 | 2.0 | 0.0 |
| 26 | 4.0 | 3.0 | 2.5 | 2.0 | 0.0 |
| 27 | 3.0 | 3.5 | 4.5 | 3.0 | 0.0 |
| 28 | 5.0 | 5.0 | 5.5 | 4.5 | 1.0 |
| 29 | 4.0 | 4.5 | 6.0 | 5.5 | 0.0 |
| 30 | 3.0 | 7.0 | 4.0 | 7.0 | 1.0 |
| 31 | 2.0 | 6.0 | 1.5 | 1.0 | 0.0 |
| 32 | 5.0 | 5.0 | 2.5 | 6.5 | 0.0 |
| 33 | 4.0 | 3.0 | 2.5 | 5.0 | 1.0 |
| 34 | 5.0 | 4.5 | 4.0 | 4.5 | 1.0 |
| 35 | 4.0 | 4.5 | 3.0 | 5.5 | 1.0 |
| 36 | 7.0 | 5.0 | 4.5 | 5.0 | 1.0 |
| 37 | 5.0 | 4.5 | 5.5 | 3.5 | 1.0 |
| 38 | 7.0 | 5.0 | 3.0 | 4.0 | 0.0 |
| 39 | 1.0 | 3.5 | 5.5 | 4.0 | 0.0 |
| 40 | 4.0 | 4.5 | 4.0 | 5.0 | 0.0 |
| 41 | 4.0 | 3.5 | 4.0 | 4.0 | 1.0 |
| 42 | 2.0 | 5.5 | 2.0 | 3.5 | 1.0 |
| 43 | 3.0 | 1.0 | 5.0 | 6.0 | 0.0 |
| 44 | 4.0 | 5.0 | 1.0 | 2.5 | 0.0 |
| 45 | 7.0 | 4.5 | 6.0 | 6.5 | 1.0 |
| 46 | 5.0 | 6.0 | 7.0 | 5.5 | 0.0 |
| 47 | 2.0 | 2.0 | 4.0 | 4.0 | 0.0 |
| 48 | 3.0 | 3.5 | 2.5 | 1.5 | 1.0 |
| 49 | 7.0 | 4.0 | 4.0 | 3.0 | 0.0 |
| 50 | 1.0 | 1.5 | 4.0 | 5.5 | 0.0 |
| 51 | 6.0 | 6.5 | 4.5 | 5.0 | 1.0 |
| 52 | 3.0 | 1.0 | 3.0 | 3.0 | 0.0 |
| 53 | 5.0 | 5.0 | 4.0 | 6.0 | 0.0 |
| 54 | 5.0 | 5.5 | 6.5 | 5.5 | 0.0 |
| 55 | 4.0 | 5.0 | 5.0 | 5.5 | 1.0 |
| 56 | 5.0 | 6.5 | 6.0 | 7.0 | 1.0 |
| 57 | 6.0 | 6.0 | 6.5 | 5.0 | 1.0 |
| 58 | 4.0 | 2.0 | 3.0 | 7.0 | 1.0 |
| 59 | 7.0 | 3.0 | 6.0 | 3.5 | 1.0 |
| 60 | 1.0 | 2.5 | 3.5 | 2.0 | 0.0 |
| 61 | 4.0 | 4.5 | 4.5 | 5.5 | 0.0 |
| 62 | 5.0 | 3.5 | 3.0 | 2.5 | 1.0 |
| 63 | 6.0 | 5.5 | 3.5 | 5.0 | 0.0 |
| 64 | 3.0 | 5.0 | 2.5 | 3.0 | 0.0 |
| 65 | 4.0 | 3.0 | 5.0 | 2.5 | 1.0 |
| 66 | 2.0 | 1.5 | 5.0 | 5.5 | 0.0 |
| 67 | 4.0 | 4.5 | 6.0 | 4.5 | 1.0 |
| 68 | 5.0 | 5.5 | 5.5 | 6.0 | 1.0 |
| 69 | 4.0 | 6.5 | 4.5 | 2.5 | 0.0 |
| 70 | 4.0 | 6.5 | 5.0 | 6.5 | 0.0 |
| 71 | 6.0 | 4.0 | 4.5 | 4.5 | 0.0 |
| 72 | 6.0 | 5.0 | 6.5 | 4.0 | 1.0 |
| 73 | 1.0 | 1.5 | 5.5 | 3.5 | 0.0 |
| 74 | 6.0 | 4.5 | 6.0 | 7.0 | 1.0 |
| 75 | 6.0 | 3.5 | 3.5 | 4.5 | 0.0 |
| 76 | 7.0 | 5.0 | 6.5 | 4.0 | 1.0 |
| 77 | 7.0 | 6.0 | 7.0 | 6.0 | 1.0 |
| 78 | 7.0 | 6.0 | 6.0 | 4.0 | 1.0 |
| 79 | 6.0 | 5.0 | 5.5 | 7.0 | 1.0 |
| 80 | 6.0 | 6.0 | 6.0 | 3.0 | 1.0 |
| 81 | 6.0 | 5.5 | 6.0 | 3.0 | 1.0 |
| 82 | 7.0 | 5.0 | 3.0 | 3.0 | 0.0 |
| 83 | 2.0 | 1.5 | 4.0 | 5.5 | 0.0 |
| 84 | 2.0 | 5.5 | 2.0 | 3.5 | 1.0 |
OTHERS
| Respondent | Satisfaction | Value | Content | Service | Gender |
| 1 | 5.0 | 3.5 | 6.5 | 5.5 | 0.0 |
| 3 | 2.0 | 3.5 | 4.0 | 4.5 | 0.0 |
| 5 | 4.0 | 5.0 | 2.5 | 3.5 | 0.0 |
| 8 | 4.0 | 3.0 | 3.5 | 3.0 | 0.0 |
| 9 | 2.0 | 5.0 | 2.5 | 3.0 | 0.0 |
| 10 | 6.0 | 3.5 | 4.0 | 3.0 | 0.0 |
| 13 | 5.0 | 6.0 | 4.5 | 6.0 | 0.0 |
| 15 | 5.0 | 4.5 | 6.0 | 4.5 | 0.0 |
| 19 | 4.0 | 4.5 | 4.0 | 5.5 | 0.0 |
| 21 | 5.0 | 4.5 | 6.0 | 4.5 | 0.0 |
| 23 | 4.0 | 3.5 | 6.5 | 4.5 | 0.0 |
| 24 | 3.0 | 3.5 | 1.0 | 4.0 | 0.0 |
| 25 | 3.0 | 4.5 | 4.0 | 2.0 | 0.0 |
| 26 | 4.0 | 3.0 | 2.5 | 2.0 | 0.0 |
| 27 | 3.0 | 3.5 | 4.5 | 3.0 | 0.0 |
| 29 | 4.0 | 4.5 | 6.0 | 5.5 | 0.0 |
| 31 | 2.0 | 6.0 | 1.5 | 1.0 | 0.0 |
| 32 | 5.0 | 5.0 | 2.5 | 6.5 | 0.0 |
| 38 | 7.0 | 5.0 | 3.0 | 4.0 | 0.0 |
| 39 | 1.0 | 3.5 | 5.5 | 4.0 | 0.0 |
| 40 | 4.0 | 4.5 | 4.0 | 5.0 | 0.0 |
| 43 | 3.0 | 1.0 | 5.0 | 6.0 | 0.0 |
| 44 | 4.0 | 5.0 | 1.0 | 2.5 | 0.0 |
| 46 | 5.0 | 6.0 | 7.0 | 5.5 | 0.0 |
| 47 | 2.0 | 2.0 | 4.0 | 4.0 | 0.0 |
| 49 | 7.0 | 4.0 | 4.0 | 3.0 | 0.0 |
| 50 | 1.0 | 1.5 | 4.0 | 5.5 | 0.0 |
| 52 | 3.0 | 1.0 | 3.0 | 3.0 | 0.0 |
| 53 | 5.0 | 5.0 | 4.0 | 6.0 | 0.0 |
| 54 | 5.0 | 5.5 | 6.5 | 5.5 | 0.0 |
| 60 | 1.0 | 2.5 | 3.5 | 2.0 | 0.0 |
| 61 | 4.0 | 4.5 | 4.5 | 5.5 | 0.0 |
| 63 | 6.0 | 5.5 | 3.5 | 5.0 | 0.0 |
| 64 | 3.0 | 5.0 | 2.5 | 3.0 | 0.0 |
| 66 | 2.0 | 1.5 | 5.0 | 5.5 | 0.0 |
| 69 | 4.0 | 6.5 | 4.5 | 2.5 | 0.0 |
| 70 | 4.0 | 6.5 | 5.0 | 6.5 | 0.0 |
| 71 | 6.0 | 4.0 | 4.5 | 4.5 | 0.0 |
| 73 | 1.0 | 1.5 | 5.5 | 3.5 | 0.0 |
| 75 | 6.0 | 3.5 | 3.5 | 4.5 | 0.0 |
| 82 | 7.0 | 5.0 | 3.0 | 3.0 | 0.0 |
| 83 | 2.0 | 1.5 | 4.0 | 5.5 | 0.0 |
FEMALE
| Respondent | Satisfaction | Value | Content | Service | Gender |
| 2 | 5.0 | 6.5 | 5.0 | 6.0 | 1.0 |
| 4 | 6.0 | 2.5 | 5.5 | 3.5 | 1.0 |
| 6 | 5.0 | 4.0 | 6.5 | 5.0 | 1.0 |
| 7 | 4.0 | 4.0 | 2.5 | 5.0 | 1.0 |
| 11 | 5.0 | 6.5 | 6.5 | 4.0 | 1.0 |
| 12 | 7.0 | 6.0 | 7.0 | 5.0 | 1.0 |
| 14 | 6.0 | 2.5 | 3.5 | 4.0 | 1.0 |
| 16 | 4.0 | 4.5 | 2.5 | 2.5 | 1.0 |
| 17 | 6.0 | 5.0 | 6.5 | 3.5 | 1.0 |
| 18 | 7.0 | 5.0 | 6.0 | 5.0 | 1.0 |
| 20 | 5.0 | 2.0 | 5.0 | 2.0 | 1.0 |
| 22 | 6.0 | 5.5 | 6.0 | 3.5 | 1.0 |
| 28 | 5.0 | 5.0 | 5.5 | 4.5 | 1.0 |
| 30 | 3.0 | 7.0 | 4.0 | 7.0 | 1.0 |
| 33 | 4.0 | 3.0 | 2.5 | 5.0 | 1.0 |
| 34 | 5.0 | 4.5 | 4.0 | 4.5 | 1.0 |
| 35 | 4.0 | 4.5 | 3.0 | 5.5 | 1.0 |
| 36 | 7.0 | 5.0 | 4.5 | 5.0 | 1.0 |
| 37 | 5.0 | 4.5 | 5.5 | 3.5 | 1.0 |
| 41 | 4.0 | 3.5 | 4.0 | 4.0 | 1.0 |
| 42 | 2.0 | 5.5 | 2.0 | 3.5 | 1.0 |
| 45 | 7.0 | 4.5 | 6.0 | 6.5 | 1.0 |
| 48 | 3.0 | 3.5 | 2.5 | 1.5 | 1.0 |
| 51 | 6.0 | 6.5 | 4.5 | 5.0 | 1.0 |
| 55 | 4.0 | 5.0 | 5.0 | 5.5 | 1.0 |
| 56 | 5.0 | 6.5 | 6.0 | 7.0 | 1.0 |
| 57 | 6.0 | 6.0 | 6.5 | 5.0 | 1.0 |
| 58 | 4.0 | 2.0 | 3.0 | 7.0 | 1.0 |
| 59 | 7.0 | 3.0 | 6.0 | 3.5 | 1.0 |
| 62 | 5.0 | 3.5 | 3.0 | 2.5 | 1.0 |
| 65 | 4.0 | 3.0 | 5.0 | 2.5 | 1.0 |
| 67 | 4.0 | 4.5 | 6.0 | 4.5 | 1.0 |
| 68 | 5.0 | 5.5 | 5.5 | 6.0 | 1.0 |
| 72 | 6.0 | 5.0 | 6.5 | 4.0 | 1.0 |
| 74 | 6.0 | 4.5 | 6.0 | 7.0 | 1.0 |
| 76 | 7.0 | 5.0 | 6.5 | 4.0 | 1.0 |
| 77 | 7.0 | 6.0 | 7.0 | 6.0 | 1.0 |
| 78 | 7.0 | 6.0 | 6.0 | 4.0 | 1.0 |
| 79 | 6.0 | 5.0 | 5.5 | 7.0 | 1.0 |
| 80 | 6.0 | 6.0 | 6.0 | 3.0 | 1.0 |
| 81 | 6.0 | 5.5 | 6.0 | 3.0 | 1.0 |
| 84 | 2.0 | 5.5 | 2.0 | 3.5 | 1.0 |
CODING
| Coding Book | |
| Satisfaction | 7-point scale (7 being high) |
| Value | Average of two 7-point scale answers (7 being high). |
| Content | Average of two 7-point scale answers (7 being high). |
| Service | Average of two 7-point scale answers (7 being high). |
| Gender | If female, Gender is 1. Otherwise 0. |
all data is here. https://docs.google.com/spreadsheets/d/1vmjStZwCDRCfrqIx_SLNNmeb-r6MYO8dLItroGnoH0Q/edit?usp=sharing
work in EXCEL PLS.
Expert Answer:
