Research Methodology

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University of Groningen|
Analysis Research methodology|
Customer satisfaction of ‘Day Shop Inc.’|

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Table of contentPage.
1. Information about the dataset2.
1.1Check on outliers2.
2. Descriptive statistics4.
3.1 Gender&Age4.
3.2 Customer satisfaction5.
3.3 Service quality5.
3.4 Product quality5.
3. Correlation and reliability analysis6.
4.5 Customer satisfaction6.
4.6 Service quality6.
4.7 Product quality6.
4. New Summed Variables7.
5.8 Customer satisfaction7.
5.9 Service quality7.
5.10 Product quality7.
5. Choice of technique7.
6. Control variables 8.
7.11 Age8.
7.12 Gender8.
7. Testing the hypothesis9.
8.13 Service quality 1 & Customer satisfaction9. 8.14 Service quality 2 & Customer satisfaction10. 8.15 Service quality 3 & Customer satisfaction10. 8.16 Product quality 1 & Customer satisfaction10. 8.17 SumProductquality 2+3 & Customer satisfaction10. 8. Conclusion and implications11.

9.18 Service quality11.
9.19 Product quality 11.

1. Information about the dataset
In this report we will analyze the output of the questoinaire we conducted to measure the relationship between product and service quality on customer satisfaction at the ‘Dayshop’. The Dayshop is a supermarket chain, which has faced a decline in the number of sales since in the last half year. The research question to obtain the needed information related to the problem of the declining sales is: Q1: What factors influence customer satisfaction?

This research question will be answered through the measurements among the sub-question; Does an increase in service quality lead to more customer satisfaction? And, does an increase in product quality lead to more customer satisfaction? 1.1 Check on outliers

The data used in the questionaire and the output is ‘interval data’. After analyzing the output we concluded that there are no outliers in the dataset.

Model 1.1Conceptual model

Gender
Age
Customer satisfaction
Service Quality

Product Quality

To study the following conceptual model, the respondents filled out the following questionnaire.

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Questionnaire Customer satisfaction
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What gender are you?
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[ ] Male
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[ ]Female
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What is your current age?
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Fill in your current age: ______________
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Customer Satisfaction
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On average I visit Day shopt oftenly
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Strongly agreeAgreeNeutralDisagreeStrongly Disagree
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(5)(4)(3)(2)(1)
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Do you consider yourself loyal to the 'Day shop'?
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Strongly agreeAgreeNeutral DisagreeStrongly Disagree -------------------------------------------------
(5) (4) (3) (2)(1)...
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