PSYCHOGRAPHIC MEASURE OF SERVICE QUALITY OF FASTFOOD CHAIN IN DAVAO CITY Adrian M. Tamayo University of Mindanao
1
Introduction Customer satisfaction: most important consideration in the business It is i primary i objective bj ti off the th firm fi “delighted g customers”
“knowing knowing the customers” customers principle 2
Introduction customer’s objective to meet customer s satisfaction is embedded in the company s vision vision-mission company’s mission activities of the business intra corporation human relations intra-corporation the direct interaction of the company to it customers its t
3
Introduction Service sector is a growth component of the economy of Turkey (Aykac, 2009) parameters in the development of the economy quality service the customer satisfaction customer t loyalty l lt
4
This study employed exploratory factor analysis determine construct of customer satisfaction
ordinal logistic regression obtain probability of measure of choosing h i th the hi high h or llow scale l th threshold h ld Obtain coefficients to indicate influences of characteristic to the service satisfaction 5
This study employed A 5-point likert type questionnaire 31-question 31 question survey tool administered to 417 respondents convenience sampling (I think everyone e e yo e have a ea an e experience pe e ce eat eating g in Jollibee, Chowking, McDo, etc)
6
Factor Analysis a method to group variables according g to similar correlation pattern (Cudeck, 2000) Used Principal Component Analysis Orthogonal Rotation Method
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Measure of Sampling Adequacy KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity
0.96
Chi-Square
7633.222
Sig.
0.00 8
Factor Analysis Six factor loadings quality g for service q y satisfaction ensuring effective physical appearance; ambiance and merchandise; staff services, food and promotions; price, access to the place and business hours; crew’s crew s readiness to serve; Dining experience. 9
Ordinal Regression After obtaining that g the components p describe the service satisfaction, the p characteristics of the respondents were evaluated to establish relationship with the scale choice threshold obtained from the EFA model approach of the logistic regression family with a dependent variable using scale value ---likelihood likelihood of choice on a specific scale 10
Regularized logistic regression (RLR) with the minimization objective rT r λ rT r J RlR = ∑log(1 + exp(− yi •xi w)) + ω ω) 2 i 1 i= n
r r x1 ,..., x n }, xi ∈ ℜ d ,
{
covariates
{y1,...,yn},yi ∈{+1,−1},
scales
l − 1
thresholds
{θ 1 ,..., θ l −1 }
Segments 11
Minimization objective Using Allthreshold ⎡ yi −1 ⎤ λ rT r rT r l −1 rT = ∑⎢∑h(θk − xi ω + ∑h( xi ω − θk ⎥ + ω ω i =1 ⎣ k =1 k = yi ⎦ 2 n
J All
Taking the partial derivative of the function yi −1 ∂J All n ⎡ l=1 rT r rT r ⎤ = ∑⎢∑xij g(xi ω −θk ) − ∑xij g(θk − xi ω)⎥ + λωj ∂ωj i=1 ⎣k=yi k=1 ⎦
Then the empirical model is given as
l (service ln( i _ quall = α j − β1 X agei ,sexi ,occupationi ) 12
Test for Goodness of fit Model Fitting Information
Model I t Intercept t Only Final
-2 Log Likeliho od 105 700 105.700
ChiChi Square
df
Sig.
5 474 5.474
5
.361 361
100.226 13
Test for Goodness of fit Goodness-of-Fit Good ess o t ChiStatistic Square df
Sig.
Pearson
24.6662
23
0.36772
Deviance
27.9541
23
0 21752 0.21752 14
Test for Goodness of fit Pseudo R R-Square Square Cox and d Snell ll
.013
Nagelkerke
.015
McFadden
.007 15
Parameter a a ete Estimates st ates Indicators
Threshold
Location
Estimate
SE
Wald
Sig.
Moderate quality of service
-1.960
.503
15.171
.000
Better service quality
.665
.489
1.850
.174
Male
.095
.191
.246
.620
a
Female
0
.
.
.
Student
-.267
.209
1.632
.201
Working
0
.
.
.
ages 14-20
.391
.531
.542
.462
g 21-25 ages
.617
.514
1.444
.229
ages 31 and above
0
.
.
.
a
a
16
Conclusion The ordinal logit model fit to the data EFA yielded 6 components of service quality satisfaction age, sex and d occupation ti d do nott influence service satisfaction Service satisfaction is influenced by the character of the establishment itself 17
psychographic measure psychographic measure of service quality of ...
Customer satisfaction: most important consideration in the business. It i i bj ti f th fi. It is primary objective of the firm. âdelighted customersâ g. âknowing the ...
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Design/methodology/approach â The second-order confirmatory factor analysis is employed to validate the instrument. SQ dimensions have been modeled which have significant impact on customer satisfaction (CS) separately from those which do not have
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